Valve artist says that's "like saying food products shouldn't have their ingredients list" as Epic's Tim Sweeney and more call on Steam to drop the 'Made with AI' label

1. Games
2. Steam

Valve artist says that's "like saying food products shouldn't have their ingredients list" as Epic's Tim Sweeney and more call on Steam to drop the 'Made with AI' label News By Anthony McGlynn published 28 November 2025

Steam's way of categorizing AI is causing debate

Comments (0) ()

When you purchase through links on our site, we may earn an affiliate commission. Here’s how it works.

(Image credit: Valve)

Discourse is swirling around Steam's AI labelling after Epic Games CEO Tim Sweeney doubled down on calling out the platform's handling of such assets. In response to someone claiming the category is unnecessary, an artist at Valve says it's crucial for allowing people to make informed purchases.

Matt Workman, a cinematographer and motion capture specialist, posts on Twitter that "Steam and all digital marketplaces need to drop the 'Made with AI' label,” because he believes it's becoming meaningless. Ayi Sánchez, an artist who's contributed to Counter-Strike at Valve, disagrees.

"This is like saying food products shouldn't have their ingredients list. Consumers should have the information to decide if they want to buy something or not depending on its content," he says. "The only people afraid of this are the ones that know their product is low effort."

You may like

• Opposing Steam's AI disclosures, Epic CEO Tim Sweeney says game stores should drop "the AI tag" because "it makes no sense" when "AI will be involved in nearly all future production"
• Epic Games boss Tim Sweeney doubles down on his critique of Steam's AI disclosures: "I just hate to see Valve confiscate ever more opportunity from small developers…"
• Most gamers aren't actually bothered by gen AI in games, says former Square Enix exec: "Many studios I know" are relying on it, and art or voices like Arc Raiders' are "the tip of the spear"

This is like saying food products shouldn't have their ingredients list. Consumers should have the information to decide if they want to buy something or not depending on its content. The only ppl afraid of this are the ones that know their product is low effort.November 25, 2025

Workman responds that art isn't comparable to food or appliances because they can be harmful to your health and wellbeing if improperly advertised. "I'm not afraid of the label personally. I think it's not enforced on Steam and the rules are not clear for developers or players," he adds.

They have another exchange over the distinction between household items and creative works, before Sánchez adds that labels for AI are an ethical concern, saying we shouldn't "excuse a technology" relying "on cultural laundering, IP infringement and slopification." He continues: "I know I am not alone thinking that creation is a matter of creators, not prompt engineers. Educated consumers will pick an original over counterfeit."

Over on LinkedIn, Workman weighs in further, sharing a story on Sweeney's comments and adding: "As it currently stands Valve/Steam's 'Made with AI' net is so wide it catches any developer who uses Unreal Engine, Google Suit (Gmail/Docs/Sheets), Slack (MANY AI automations), Adobe Products, Microsoft Office, etc. This lacks nuance."

While there are perhaps critiques to be made on Valve's execution for Steam's 'Made with AI' label, the fundamental idea of making sure players understand the tech has been used is sound. Some people care less than others on the inclusion of generative work in any given release, and we're all better for having more information, rather than less.

Sign up to the GamesRadar+ Newsletter

Weekly digests, tales from the communities you love, and more

Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over.

Microsoft shares study of gamers that reckons a whopping 79% are "open to help from AI," but let's all stop to consider the sample size: 1,500 people.

TOPICS Valve Epic Games CATEGORIES PC Gaming Platforms Anthony McGlynnSocial Links NavigationContributing Writer

Anthony is an Irish entertainment and games journalist, now based in Glasgow. He previously served as Senior Anime Writer at Dexerto and News Editor at The Digital Fix, on top of providing work for Variety, IGN, Den of Geek, PC Gamer, and many more. Besides Studio Ghibli, horror movies, and The Muppets, he enjoys action-RPGs, heavy metal, and pro-wrestling. He interviewed Animal once, not that he won’t stop going on about it or anything.

You must confirm your public display name before commenting

Please logout and then login again, you will then be prompted to enter your display name.

Logout Read more Opposing Steam's AI disclosures, Epic CEO Tim Sweeney says game stores should drop "the AI tag" because "it makes no sense" when "AI will be involved in nearly all future production"    Epic Games boss Tim Sweeney doubles down on his critique of Steam's AI disclosures: "I just hate to see Valve confiscate ever more opportunity from small developers…"    Most gamers aren't actually bothered by gen AI in games, says former Square Enix exec: "Many studios I know" are relying on it, and art or voices like Arc Raiders' are "the tip of the spear"    Epic Games and Fortnite's billionaire boss Tim Sweeney plays devil's advocate in the Arc Raiders AI debate, argues the tech could create "an even bigger opportunity" for actors    "We would rather cut off our own arms": Indie devs react to Arc Raiders CEO saying people should assume everyone's using generative AI these days    Baldur’s Gate 3 lead slams "insufferable" AI artists whose ideas are mere "LinkedIn Copypasta": "Every intellectual point they make on Twitter was made by a man with a toilet in the 1910s"    Latest in Games Fallout co-creator Tim Cain says "leaving some mystery" and undeveloped lore in games is important so players are keen to play follow-ups and sequels: "If you tell everything, players will want nothing"    Kingdom Hearts writer says the series "freed me from the despair I felt at the time" as video games pushed for photorealism    The Outer Worlds 2 lead says his RPG isn't a critique of capitalism, but Baldur's Gate 3's publishing lead isn't so sure: "Expression in video games is cooked"    Fallout: New Vegas fans uncover an early build for the iconic RPG, featuring the original Mr House design and a steamy romance to go alongside it    The Outer Worlds 2 director's stance on AI is that "Obsidian should never outsource the things that it's amazing at," like the famed RPG dev's knack for good writing    Assassin's Creed Shadows lead says microtransactions pay for free updates: "It allows us to do the Isu stuff, the quest stuff, the parkour updates"    Latest in News Stranger Things fans are divided about maligned season 2 episode after the return of a key character in season 5: "It was pointless"    Valve artist says that's "like saying food products shouldn't have their ingredients list" as Epic's Tim Sweeney and more call on Steam to drop the 'Made with AI' label    Stranger Things fans think season 5's standout character is hilarious newcomer Derek Turnbow, and we agree    Daredevil: Born Again fans are worried season 2 will be delayed after a recent update: "A 1-year turnaround in this day and age was too good to be true"    Stranger Things star says Vecna and Will's relationship mirrors that of Harry Potter and Voldemort, and the side-by-side shot is uncanny    Superman scene-stealer Skyler Gisondo has joined the cast of Shrek 5 as one of the "brogres"    GAME REVIEWSMOVIE REVIEWSTV REVIEWS

1. 1Escape from Tarkov review: "An extraction shooter that will make you truly miserable if you let it, but can offer dizzying highs you won't find elsewhere"
2. 2Fans think this is the best strategy board game ever made, and I have to admit that they've got a point
3. 3Constance review: "If Hollow Knight: Silksong seems too daunting, this wonderful paint powered adventure should do nicely"
4. 4This enthralling team board game is perfect for playing with family this Thanksgiving
5. 5Kirby Air Riders review: "This racer is also equal parts fighting game, minigame collection, and roguelike – and I'm shocked at how well that works"

1. 1Wake Up Dead Man: A Knives Out Mystery review: "Brings Knives Out back to its roots for a sequel that's almost on a par with the original"
2. 2Wicked: For Good review: "Builds to an incredibly cathartic conclusion, but isn't quite as captivating as Part 1"
3. 3The Running Man review: "Some fun action and Glen Powell's star power aren't enough to energize this disappointing Stephen King adaptation"
4. 4Predator: Badlands review: "Die-hard fans may be disappointed, but as a blockbuster action-adventure, Badlands kills it"
5. 5Chainsaw Man – The Movie: Reze Arc review "Storytelling just as compelling as the chainsaws, devils, and visually excessive fight scenes"

1. 1Stranger Things season 5 volume 1 review: “Can the Duffer brothers stick the landing? It’s sure looking like they will”
2. 2Pluribus season 1 review: "Easily one of the year's best dramas"
3. 3The Witcher season 4 review: "The Henry Cavill-less fourth season is the best yet"
4. 4IT: Welcome to Derry review: "A supremely confident step back into the history of Stephen King's cursed town and killer clown"
5. 5Splinter Cell: Deathwatch review: "A pale imitation of the long-dormant stealth franchise"