At a time when generative artificial intelligence dominates conversations in the entertainment industry, Strauss Zelnick, CEO of Take-Two Interactive, has made it clear that this technology has no place in the development of GTA 6. During an interview with GamesIndustry.biz, Zelnick stated that, although Take-Two has been using artificial intelligence and machine learning tools as support in the development process, these do not replace human creativity, which he considers essential for creating memorable experiences.
They have wanted to clarify that AI has no place in the company
Zelnick emphasized that the worlds of GTA 6 are built manually, building by building, street by street, neighborhood by neighborhood, a process that, according to him, is essential to achieve the quality and depth expected by players. Despite the growing pressure on the industry to adopt AI-based tools, the CEO expressed skepticism regarding the creative capacity of these technologies, indicating that there is no evidence that they can generate great works of entertainment.
These statements come in a challenging context for Take-Two, which has seen its stock value decline, partly influenced by Google’s recent announcement about its AI-generated gaming environments tool. Despite this uncertain environment, the company plans to launch the marketing campaign for GTA 6 next summer, ahead of its anticipated release on November 19, 2026. This move aims to raise expectations and maintain player interest following previous delays.
As the industry continues to explore the possibilities offered by artificial intelligence, Zelnick reaffirms his stance that human creativity is irreplaceable, a sentiment that resonates with many in the developer and player community alike.
