Epic CEO Tim Sweeney Blasts Steam AI Disclosure Rules as Unreal Engine 6 Pushes AI
Updated
Updated · Wccftech · Jun 25
Epic CEO Tim Sweeney Blasts Steam AI Disclosure Rules as Unreal Engine 6 Pushes AI
3 articles · Updated · Wccftech · Jun 25
Summary
Tim Sweeney called Valve's Steam AI disclosure policy "irresponsible," arguing labels on games using generative AI act like a "Scarlet Letter" that can hurt wishlists, publicity and sales prospects.
Steam's disclosure requirement has already drawn backlash toward some unreleased games, and Sweeney said developers are being forced to choose between avoiding productivity tools or risking a weaker launch on the dominant PC storefront.
Sweeney defended AI as a way to cut the cost of creating unique assets, saying it lets teams spend more time on gameplay, narrative and world-building instead of labor-intensive content production.
The criticism comes as Epic prepares Unreal Engine 6 with deeper AI integration, highlighting a wider industry fight over transparency, developer economics and how generative tools reshape game production.