""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 wrote last week. "It makes no sense for game stores, where AI will be involved in nearly all future production." "Why stop at AI use?" he doubled down. "We could have mandatory disclosures for what shampoo brand the developer uses." "Customers deserve to know lol," he added, mocking the idea."
"Sweeney's sounding off shows just how controversial generative AI use remains in the arts and entertainment industry. Huge concerns swirl over the tech's ability to wipe out jobs, not to mention churn out soulless dreck instead of carefully handcrafted work. Voice actors went on strike against the video games industry for a year to fight for stronger protections, and have been among the most outspoken critics of the tech's rapid creep into the industry."
Steam requires developers to disclose AI-generated content for games sold on its storefront. Epic Games CEO Tim Sweeney publicly criticized the requirement, arguing the AI tag suits art exhibits and licensing marketplaces but not game stores where AI will be widespread. Gamers mocked the stance, and Sweeney doubled down with sarcastic remarks about mandatory disclosures. The controversy reflects wider industry tensions over generative AI: fears about job losses, lower-quality creative work, a prolonged voice actors strike over protections, developer layoffs, and major tech firms reporting heavy AI use. Epic has introduced an AI assistant for the Unreal engine while Valve remains cautious.
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