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Take-Two CEO Says He's "All In" on AI, But GTA "Clones" Don't Sell
In Brief: Take-Two Interactive CEO Strauss Zelnick has again addressed generative AI at the company in an interview with podcaster David Senra Zelnick noted that AI is "great at asset creation," which is a "necessary but insufficient condition for hit creation." "All hits are by their very nature unexpected […] things that are data driven in their entirety can't be unexpected ...
GTA 6 Publisher CEO Says AI Could Copy GTA, But It Can't Make The Next ...
Artificial intelligence might be tech and gaming’s hottest buzzword right now, with many publishers and developers adopting it already. But according to the company behind Grand Theft Auto 6, do not expect AI to suddenly start pumping out blockbuster hits anytime soon. Take-Two Interactive CEO Strauss Zelnick believes creating the next cultural phenomenon is a lot more complicated than simply prompting AI to generate assets.Speaking in an interview with podcaster David Senra, much like other gaming companies, Zelnick said that Take-Two is already embracing AI internally. The publisher behind GTA 6, Borderlands, and NBA 2K doesn’t hide the fact that it currently provides staff with enterprise versions of ChatGPT and Claude. All the while, roughly 200 internal projects are exploring how AI can improve productivity across both creative and executive work.“This is not new to us, and engaging with technology aggressively to create better products, to market them better and to run our business better, is what we do,” he explained. “[…] we’ve pushed really, really hard to be as ambitious as possible. And even so, I’d say we’re getting internal criticism that we’re not moving fast enough. But we’re trying to.”However, despite being ‘open-minded’ about AI’s practical uses, Zelnick does not believe it can reliably create the next massive gaming success. “I’m totally open-minded. But, […] data sets, by their very nature, are backward-looking. Creativity, by its very nature, is forward-looking,” he added. “AI so far is really great at asset creation, but hit creation is not asset creation. Asset creation is a necessary but insufficient condition for hit creation.”According to Zelnick, that difference is exactly why AI-generated games could struggle to become genuine hits. Making games isn’t a matter of how quickly developers can manipulate engines or create 3D models, but also of building and nurturing a creative property people genuinely care about. To illustrate his point, Zelnick used GTA itself as an example. While technology has allowed developers to recreate something that looks and feels similar to GTA for years now — as proven by the Saints Row and mobile Gangstar series — he believes imitation alone is not enough.“You don’t need this new technology to create assets that are competitive. That already exists. It will be quicker to do it, but speed isn’t the issue. If I told you, ‘David, with this technology, you can create something that looks exactly like GTA,...
Take-Two's CEO says AI's not in the business of making hits, 'datasets ...
But instead of warbling on for the rest of this article I'll just hand it over to Take-Two Interactive's CEO Strauss Zelnick, who recently discussed, during a podcast with David Senra, the myths around AI and the ways in which devs can use this technology in a way which is helpful.
Take-Two CEO finally answers GTA 6 release date question with two blunt ...
Take-Two Interactive CEO Strauss Zelnick has confirmed that Grand Theft Auto VI will launch on November 19, 2026, while openly admitting the title is approximately 18 months behind its original internal target. The update came during Zelnick's appearance on the Founders podcast, hosted by David Senra. When asked directly about the release date, Zelnick cut through the speculation with two ...
