Steam’s new AI-generated content policy is already stirring debate, but Epic Games CEO Tim Sweeney has taken things to a whole new level — and gamers are here for it.
In a recent post, Sweeney criticised Valve’s push for mandatory AI-use disclosures on Steam, joking that at this point, developers might as well list the shampoo they use too.
According to Sweeney, the policy is overreach, unnecessary, and could limit how developers create, especially smaller indie teams who rely on AI tools to speed up workflows.
Steam’s updated policy requires developers to clearly state when AI tools were used during development — whether that’s for art, writing, or even testing. The goal? Prevent copyright issues and ensure transparency.
But Epic sees it differently.
Why Sweeney Thinks Steam Has Gone Too Far
Sweeney’s argument is simple:
- AI is just another tool, like Photoshop or Unreal Engine plugins.
- Using it shouldn’t require a “public confession” every time it appears in a dev pipeline.
- Over-disclosure could discourage innovation and punish small studios.
- Epic Games Store will not be adding similar requirements.
His comparison to disclosing shampoo brands wasn’t just a joke — it was a statement about where transparency ends and excessive bureaucracy begins.
A policy breakdown resource — “Valve clarifies what AI content it will allow on Steam”
Credit – Valve’s AI Policy Breakdown — Developer-Tech
How Gamers Are Reacting
The gaming community is torn:
🎮 Some agree — AI tools are part of modern development. Transparency is good, but not micromanagement.
🧠 Others argue — Steam is protecting players from AI asset theft, which has been a growing problem.
Either way, Sweeney’s comments have amplified the conversation in the industry.
What This Means for Developers
If you develop games, here’s what matters:
- Steam requires AI disclosure.
- Epic Games Store does not.
- Different platforms now have different expectations.
- This could influence where devs choose to launch their titles.
It’s a split approach — and the first big divide on AI policy between major PC storefronts.
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What Do You Think?
Is Steam doing the right thing by forcing transparency?
Or is Tim Sweeney right — has this gone way too far?
👇 Drop your thoughts in the comments — let’s talk.
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