Epic CEO slams Valve’s AI rules — says they fuel “cancel campaigns” and “review bombing”

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Tim Sweeney, the CEO of Epic Games, has again shared his thoughts on AI via X (formerly Twitter). He previously stated that game developers shouldn’t be required to reveal if they’re using AI in their games.

This idea received a varied response, with some people believing players have a right to know what they’re purchasing, while others think AI is now a standard part of game development and shouldn’t be viewed negatively.

Later today, Sweeney turned his attention to Steam, Valve’s online store, which currently requires developers to label games that utilize AI.

What Tim Sweeney actually said

In response to a quote repost on X from user @BenjiGameDev, the claim was made:

This suggests Epic Games is now using AI to help with updates to Unreal Engine. Because of this, Steam’s rules require any game made with Unreal Engine to state whether it utilizes AI-generated code.

@BenjiGameDev

It is a bold claim, and here’s what Tim Sweeney said earlier that the post was in response to:

Labeling art created with AI is important for letting people know who—or what—made it, and it’s crucial for online marketplaces selling digital content so buyers understand the usage rights. However, applying this same labeling to games doesn’t make sense, as AI will likely be used in the creation of most games going forward.

Tim Sweeney

When replying to the repost, Sweeney clarified his stance. He said:

That’s not accurate. I’m concerned that Valve keeps taking away opportunities from smaller developers. They started by simply providing downloads, but now they’re controlling payments, limiting price competition, restricting cryptocurrency, and now AI – essentially adding new ways for campaigns to cancel or negatively review games.

Tim Sweeney

It’s understandable to be worried about AI in games, but Tim seems to overlook a key point. If AI tools become widely accepted – and they already are gaining traction – they could actually harm indie developers. A flood of games made with these simple AI tools could make it harder for indie titles, created with more dedication and effort, to stand out.

How AI is shaping creative work in game development

A growing number of independent game developers are actively choosing not to use AI in their projects, and are even highlighting this as a key feature to appeal to players who are hesitant about AI’s role in creative fields. Beyond the indie world, there’s wider concern that AI could replace human artists and designers. We’re already seeing this happen – for example, AI-generated art was used in the recent Black Ops 7 game.

It’s important to note that AI isn’t necessarily a bad thing for game development. It can help speed up certain tasks and can be used ethically if creators are properly compensated, as seen with the voice actors on ARC Raiders.

However, the real concern is that AI will go beyond simply assisting developers and start completely taking over important creative roles, which could set a dangerous trend for the future of game development and creative work in general.

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2025-11-28 02:09