Alexander Rehm, Director of Product for Epic Online Services, believes that Valve's current approach to handling generative AI clone games on Steam is insufficient to protect many small development teams, especially those with just one or two members working around a single creative mechanic.
Valve recently adjusted its Steam review process, aiming to speed up approvals while adding requirements. The platform still requires developers to disclose AI usage on store pages but is reluctant to mandate which tools developers can use. Valve's business team also advises developers to continuously maintain original, high-quality works that are difficult to replicate.
Rehm stated that this approach might suit well-funded and staffed teams, but could make "continuous improvement" a cost only those with substantial resources can bear. He also criticized Valve for treating the issue of AI users threatening developers with clones and demanding payments as a law enforcement matter.
The controversy also extends to Epic Games itself. Former Valve developer Chet Faliszek accused Rehm of misrepresenting the live Q&A, citing Epic's AI-first direction, related events, and the fact that the Epic Games Store does not have the same AI disclosure rules as Steam. Epic's Fab asset marketplace, however, requires AI disclosure due to contractual demands from commercial clients. The core of the debate remains how platforms can handle near-identical works released early and protect small original teams without restricting development tools.