Take-Two Interactive CEO Strauss Zelnick has dismissed concerns about artificial intelligence replacing human creativity in game development, arguing that AI’s reliance on existing data makes it fundamentally incapable of producing groundbreaking titles like the Grand Theft Auto franchise.
Speaking with Carolyn Dailey, Zelnick outlined his company’s creative philosophy that prioritizes originality over derivative concepts. Take-Two owns Rockstar Games, the studio behind the GTA series.
Originality Over Imitation
Zelnick contrasted his company’s approach with Hollywood’s tendency toward formulaic pitches. “In Hollywood it’s common to pitch your product as ‘it’s a combination of Spiderman meets Batman meets Back to the Future’ We don’t do that here; we want something that you’ve never seen before,” he stated, according to Gamesradar.
The CEO argued that AI’s fundamental limitation stems from its backward-looking nature. “This is why I’m not worried about AI creating hits, because it’s built on data that already exists. It’s backwards-looking,” he explained.
Human Creativity’s Competitive Edge
Zelnick emphasized that Take-Two’s success derives from employing top creative talent encouraged to pursue their passions rather than following established formulas. This approach enables the development of innovative gaming experiences that AI cannot replicate in its current form.
“Big hits are forward-looking and therefore need to be created out of thin air. Being the most creative means not just thinking outside the box; it means there is no box,” Zelnick concluded, articulating his philosophy on breakthrough entertainment.
AI’s Growing Gaming Presence
The comments come as AI-generated content proliferates across digital platforms, with AI-produced videos—colloquially termed “AI slop”—flooding social media. Some gaming companies are experimenting with AI integration, including Sony’s recently leaked AI-powered character prototype.
However, Zelnick’s remarks suggest Take-Two will maintain human-driven creative processes for its flagship franchises, even as competitors explore AI implementation.
GTA 6 Development
The studio is currently developing Grand Theft Auto 6, scheduled for release May 26, 2026, nearly 13 years after GTA 5’s September 2013 launch. The initial release targets PlayStation 5 and Xbox Series X/S, with PC versions following later, consistent with previous franchise release patterns.
Zelnick’s position reflects broader industry debates about AI’s role in creative industries, where concerns about originality and artistic vision compete with technological capabilities and efficiency considerations.
