Epic Games' CEO Tim Sweeney er lidt af en "hot take"-maskine for at sige det mildt, og han er en af branchens mest åbenlyse pro-AI stemmer lige nu. Det kan mærkes i den kommende Unreal Engine 6's insisterende fokus på automatiserede og generative AI workflows, men også hans kritik af enhver der skiller sig skeptisk overfor teknologien i kreative fag.
I et interview med PC Gamer langer han ud efter Valve, der lige nu tvinger ethvert studie der har brugt AI under udviklingen til at markere dette på Steam. Han mener faktisk direkte at det er "irresponsible":
"It's unfortunate that so many developers now are put into this position. If you want to launch a game, and get it as widely publicized as possible, you've got to put it on Steam so people can wish list it, and if you want to play it on Steam, then you have to get this Scarlet Letter of AI attached to your product, and now there is a hater community trying to kill the game-I think it's really irresponsible of Valve. They shouldn't do it, because it makes it much, much, much harder for a game developer to have a chance of success. You have to choose from either not using tools that can make you way more productive, and probably failing due to competition that does."
Sweeney kører dog også Epic Game Store, en direkte konkurrent til Steam, og som ikke har nogen AI-indikatorer til forbrugeren.