The CEO behind Grand Theft Auto says he's pro AI — but the technology can't make an original hit

Strauss Zelnick, the CEO of Take-Two Interactive, has publicly endorsed the use of artificial intelligence in video game development, asserting that it enhances efficiency. However, he remains skeptical about AI's capability to generate original blockbuster titles like "Grand Theft Auto" from the ground up. During a recent appearance on David Senra's podcast, Zelnick expressed his enthusiasm for AI, stating he is "all in" on the technology. Nonetheless, he emphasized that AI lacks the creativity and unpredictability essential for producing a genuine hit. He pointed out, "Remember what AI is, despite the fact that there are people in Silicon Valley who don't want you to believe this. It's big data sets, lots of compute, and a large language model mushed together. That's what they are. So, data sets by their very nature are backward-looking." Take-Two's Rockstar Games, known for the immensely popular "Grand Theft Auto" series, has seen monumental success with its fifth installment, which has sold over 200 million copies globally since its release in 2013. The upcoming "Grand Theft Auto VI" is already one of the most eagerly awaited games in the industry. Zelnick noted that while AI could potentially create imitations of existing games, he insisted that "clones don't sell." He remarked, "AI so far is really great at asset creation, but hit creation isn't asset creation." His statements directly counter the prevailing investor concerns that AI technologies could democratize game development, posing a threat to established companies like Take-Two. Zelnick remarked, "Anyone can make a video game last week. Anyone could make a video game five years ago. The technology is readily available. It's commoditized." In a previous interview with Business Insider's Sarah Needleman, Zelnick elaborated on his perspective regarding AI, noting that while Take-Two encourages its employees to leverage tools like Anthropic's Claude and Google's Gemini, these advancements do not necessarily equate to reduced costs or faster production for blockbuster games. He explained, "Everyone understands this creates more work, not less work. When you make certain things easier, your appetite gets greater." The company chose not to provide additional comments beyond Zelnick's podcast statements.