The head of Epic Games, the powerhouse behind the global phenomenon *Fortnite*, has called on rival platform Steam to abolish its 'Made with AI' disclosures for new games, a move that is sending ripples through the global developer community.

This is not just a debate over labels; it's a high-stakes clash over the future of creativity, transparency, and commerce on the world's largest digital storefronts. For Kenya's burgeoning game development scene, where consumer spending hit KES 5.2 billion last year, the outcome could reshape how local creators build, market, and sell their games to the world.

A 'Meaningless' Distinction?

In a series of posts on the social media platform X, Epic CEO Tim Sweeney argued that flagging games made with artificial intelligence "makes no sense for game stores, where AI will be involved in nearly all future production." He asserted that such tags are better suited for art exhibits or licensing marketplaces where authorship and rights are the primary concern.

Sweeney's position is that AI is rapidly becoming just another tool in a developer's toolkit, akin to a physics engine or a compiler. From his perspective, singling it out will soon be irrelevant. Notably, the Epic Games Store does not feature similar AI disclosures.

Steam's Stance on Transparency

Steam, operated by Valve, implemented its current AI policy in January 2024. The policy requires developers to disclose their use of AI, splitting it into two categories:

• Pre-Generated: Content like art, sound, or code created with AI tools during the development process.
• Live-Generated: Content created by AI in real-time while the game is running.

This information is displayed on a game's store page, allowing customers to make informed purchasing decisions. Valve's stated aim is to review this content to ensure it is not illegal or infringing on copyright—a major concern with current AI models.

The Kenyan Lens: Opportunity and Risk

For Kenyan and African creators, AI presents a dual-edged sword. On one hand, it offers powerful tools that can lower production costs and level the playing field, allowing smaller studios to compete with global giants. Creatives in Nairobi are already using AI to visualize designs and streamline workflows. The technology could accelerate the growth of a local industry that is already one of the largest in Africa.

However, there are significant risks. Many AI models are trained on Western data, which can lead to cultural misrepresentation. There are also widespread fears of job displacement for artists and writers, and concerns that over-reliance on AI could threaten the continent's creative independence. The debate over labeling is therefore critical: transparency allows consumers to support human artists, while its absence could make it harder to push back against the use of potentially plagiarized or biased content.

As AI tools become as common as the keyboard, the line between human and machine-assisted creation continues to blur. The rules for this new era are being written in real-time, leaving developers from Nairobi to the rest of the world to navigate a landscape fraught with both immense promise and profound questions.