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Tim Sweeney, CEO of Epic Games, has renewed his criticism of Valve's AI disclosure policy on Steam, labeling the requirements as irresponsible. Since 2024, Valve has mandated that developers disclose the use of generative AI for assets, text, music, or marketing materials, excluding code generation tools.
Sweeney argues that these mandatory labels force developers to issue political statements, effectively making them targets for anti-AI groups. He claims these disclosure requirements provide ammunition for communities that seek to disrupt or attack games utilizing generative technology.
Conversely, many customers and companies support the transparency, viewing it as a necessary way to distinguish human-made content from AI-generated work. Recent data from Steam Next Fest shows that nearly 20% of the 8,600 demos featured were labeled as using AI, highlighting the prevalence of the technology.
Public sentiment remains divided, with some gamers expressing frustration over perceived low-quality, hastily produced AI content. Some users have even requested features to filter out AI-developed titles entirely, reflecting ongoing tensions regarding the role of generative tools in the industry.
