Tim Sweeney Targets Steam AI Labels, Claiming They Make Developers Easy Targets

Epic Games leader attacks Steam over AI disclosure policy

Epic Games CEO Tim Sweeney has again challenged Valve's requirement for Steam games to disclose generative AI use. In a recent online post, he argued that the disclosure labels effectively force developers to publish a statement that critics could use against them, particularly from communities opposed to AI involvement in game creation.

Sweeney framed the issue as more than a procedural matter. He suggested that Valve's policy is irresponsible because it can expose studios to coordinated negativity, especially when anti-AI detractors target games for using AI-generated assets, text, music, or other content.

Valve keeps disclosure rule for generative AI content

Valve introduced its AI disclosure policy in 2024 and has since maintained the core requirement. The rules ask developers to inform players when generative AI is used to create game-related content, including art, audio, text, assets, mechanics, and marketing material. The policy does not require reporting of AI tools used only to assist with coding or internal workflows.

The requirement has become widespread on Steam. During a recent Steam Next Fest, nearly 1,700 of more than 8,600 demos carried the AI disclosure label, meaning roughly 20 percent of those titles indicated some use of generative AI. The label has also appeared on commercially strong releases such as Clair Obscur: Expedition 33 and Arc Raiders, suggesting that disclosure does not automatically prevent success.

Epic's storefront push adds another layer

The latest dispute comes shortly after Epic overhauled its own storefront and described the platform as being built with AI-assisted, or "vibe-coded," workflows. Epic promoted the update by highlighting a faster launch time than Steam, claiming the store starts in 5.47 seconds compared with Steam's roughly 10-second boot time. However, several Epic Games Store users have since reported bugs and other issues that the company has not yet fully addressed.

Valve has not directly answered Sweeney's renewed criticism of the AI disclosure policy. The company has also remained silent on other recent points of friction raised by Epic, including criticism over Steam Deck pricing. For now, the dispute highlights a growing split over how openly game platforms and studios should reveal the role of AI in shipped products.