Epic Games Won’t Ban AI-Generated Thumbnails on Fortnite, Citing Enforcement Challenges and Evolving Creative Tools

Epic Games has confirmed it will not restrict Fortnite creators from using AI-generated thumbnails for their in-game content, acknowledging that the growing ubiquity and sophistication of generative AI tools makes detection increasingly difficult and, ultimately, unenforceable.

In a recent interview with Mustard Plays, Epic’s project management director Dan Walsh and EVP Saxs Persson addressed the growing role of generative AI in user-generated content. While the company remains firm that its own creations, such as official Fortnite skins, will not use AI-generated art, they clarified that moderation of player-submitted content — including thumbnails — will focus on content compliance, not the tools used to create it.

"From our perspective, for moderation, thumbnails—like, we don't really care what tool you use to make your thumbnails," said Walsh. "All we care about is whether or not it's compliant with our rules."

He elaborated on the difficulty of policing generative AI specifically:
"I think to some degree AI is going to become more and more difficult to detect," he said. "It's not going to stand out as a unique thing, it's just going to be another tool that people are using to create things. So trying to look for that specifically is going to become increasingly difficult to the point where it's probably going to become unenforceable."

Persson echoed that stance, stating Epic is more focused on the outcome — whether content violates Fortnite's community standards — rather than whether it was generated by AI.

The discussion highlights a wider industry reckoning with generative AI’s rapid advancement. As tools like Midjourney, DALL·E, and Photoshop’s AI features become common parts of creative workflows, companies are faced with how — or whether — to regulate their use.

This conversation also comes at a time when many studios are publicly addressing their views on AI in creative development. Baldur’s Gate 3 developer Swen Vincke, for example, recently shared his belief that while AI may elevate the "baseline" of content creation, it cannot replace the nuance and originality of human artists, nor does it offer a true competitive edge when used without restraint.

For Epic, the takeaway is clear: as long as a creator’s thumbnail or in-game content doesn’t violate community guidelines, its origins — AI or human-made — don’t matter.

What’s your take? Should companies do more to regulate the use of AI in user-generated content, or is Epic right to prioritize compliance over tools? Let us know in the comments.