Another week brings yet another flashpoint in the ongoing discourse surrounding the integration of artificial intelligence in game development. This time, the spotlight shines on Tim Sweeney, CEO of Epic Games and the mastermind behind Fortnite, who has stirred the pot with his assertion that AI disclosures on Steam store pages are nonsensical. Sweeney argues that the industry will inevitably have to acknowledge the role of AI in production, as it is poised to become a cornerstone of future game development.
Industry Perspectives on AI Disclosures
In response to Sweeney’s remarks, a developer from Valve has weighed in, suggesting that the only individuals apprehensive about AI disclosures are those aware that their products lack depth and effort. Currently, any game that incorporates generative AI during its development must disclose this information on its Steam page. Notable titles like Arc Raiders, which utilizes AI for robot movement animations and text-to-speech systems, and Call of Duty Black Ops 7, which employs AI tools to enhance developer capabilities, have recently embraced this transparency. With such significant releases adopting AI, it is likely that more major titles will follow suit in 2026.
Ayi Sanchez, an artist at Valve who contributed to the Counter-Strike 2 remake of Train, has come forward to advocate for AI disclosures. Responding to a post by Matt Workman on X, which originally caught Sweeney’s attention, Sanchez expressed his disagreement with the notion that Steam should eliminate the “Made with AI” label. He likened the situation to food products needing an ingredients list, emphasizing the importance of consumer awareness.
“Consumers should have the information to decide if they want to buy something or not depending on its content,” Sanchez stated. “The only people afraid of this are the ones that know their product is low effort.” Workman, who operates a YouTube channel dedicated to Unreal Engine cinematography, attempted to counter this comparison by arguing that food and appliances can cause harm, while AI-generated media does not pose the same risks. While his point holds some merit, Sanchez maintains that ethical considerations are paramount.
“Would love to know if your clothes or coffee are produced using child labor? Or if the materials are organically produced? Or if your car engine has a certain type of technicalities? That should be visible to everyone, so consumers can make an educated choice, not an opaque one,” Sanchez articulated, underscoring the necessity for transparency in all products.
In a pointed conclusion to his exchange with Workman, Sanchez remarked that we should not “excuse a technology [relying] on cultural laundering, IP infringement and slopification.” He further asserted, “I know I am not alone thinking that creation is a matter of creators, not prompt engineers. Educated consumers will pick an original over counterfeit.” While it is important to note that Sanchez does not represent the entirety of Valve, his insights as an artist within the company resonate strongly in this debate.
As the lines between human creativity and AI-generated content continue to blur, the value of Steam’s disclosures becomes increasingly apparent. While there are certainly applications for artificial intelligence in the industry, the prospect of mechanics, narratives, and visual and audio assets being entirely generated by AI raises concerns for many, making transparency a crucial aspect of the evolving landscape of game development.
