Tim Sweeney, CEO of Epic Games, believes that AI disclosure tags in gaming marketplaces like Steam should be removed, arguing that AI will be involved in nearly all future game production. He expressed optimism about AI empowering smaller development teams to create expansive game worlds. However, he acknowledged that AI's reputation is often negative due to its use as a means of creative replacement rather than enhancement, leading to layoffs in the industry. Major companies like King and Ubisoft have reduced their workforce in part due to AI advancements. Steam had previously introduced guidelines requiring developers to disclose AI usage, with nearly 8,000 games reported to have incorporated generative AI. The actual number is likely higher, as seen in the disappointment over the number of demos using the technology during Steam Next Fest.