When you browse through Steam’s store pages—like Arc Raiders, for example—you’ll notice a distinct tag that tells you which parts of the game involve AI-generated content.

On the other hand, checking out the Epic Games Store leaves you without this kind of transparency. This differentiation is unlikely to change anytime soon, as Epic’s CEO Tim Sweeney asserts that the requirement for AI disclosures is pointless.

“The AI tag is relevant to art exhibits for authorship disclosure, and to digital content licensing marketplaces where buyers need to understand the rights situation,” Sweeney explained on social platform X (formerly Twitter). He aligned with a user arguing for digital storefronts like Steam to drop AI labeling, stating that it “makes no sense” since AI will play a role in nearly all aspects of future productions in gaming.

Earlier this month, Sweeney also expressed his support for generative AI, entering the conversation about the use of AI-generated voices in games. In his description, he envisioned games with “infinite, context-sensitive, personality-reflecting dialog based on and tuned by human voice actors.” It seems plausible that more game developers will increasingly leverage generative AI in their future projects.

While Sweeney acknowledges the legal concerns surrounding generative AI—specifically its potential to replicate existing artistic works without recognition—he continues to advocate against AI labeling in games. Critics point out that eliminating such a label would blur the lines for consumers who wish to make informed choices about the use of AI in their gaming experience. The discourse around generative AI remains robust, with many gamers prioritizing transparency regarding AI’s inclusion in the games they support.