United Kingdom, Nov. 29 -- Epic Games CEO Tim Sweeney has criticised Steam's mandatory "Made with AI" labels, arguing they're irrelevant for game buyers and will soon apply to virtually every title anyway.

The debate kicked off when former Unreal Engine developer Matt Workman posted on X that storefronts should abandon AI labels entirely.

Sweeney quickly backed him, saying the disclosure "makes no sense for game stores, where AI will be involved in nearly all future production," and is only meaningful in contexts like art exhibitions or licensing marketplaces where authorship and rights matter.

A few hours later, he doubled down: "Why stop at AI use? We could have mandatory disclosures for what shampoo brand the developer uses. Custome...