Strauss Zelnick, the CEO of Take-Two Interactive, has a somewhat complicated relationship with artificial intelligence, having previously
expressed an interest in AI NPCs for more natural conversations while also having
confirmed that GTA VI will feature no generative AI. Now, in a recent interview with
The Game Business, Zelnick has once again commented on the capabilities and applications of generative AI. Addressing a question about Google's recent Project Genie showcases, Zelnick has dismissed the idea that generative AI could be used as a one-stop-shop for game development, saying that the gaming industry has always used technology to create great entertainment," adding that "an advance in technology that allows us to do our work better and quicker is great for us."
Zelnick dismisses the idea that AI projects like Genie are a threat to the gaming industry and to game developers, commenting that "it's quite obvious that creation tools are a benefit to our industry," and that the notion that "AI tools can somehow create big hits kind of doesn't stand to reason." He reasons that generative AI may help developers create game assets, but that creating a hit game requires human engagement and creativity. Zelnick rounds out the AI discussion by emphasizing that Take-Two's goal is to create engaging, entertaining games, and that this requires creativity, adding that "technology can assist with that mission, but technology on its own will not replace the fulfillment of that mission." The executive goes on to explain that "the notion that somehow new tools would allow an individual to push a button and generate a hit and bring it to many millions of consumers around the world, it's a laughable notion." It's worth noting that there have been
recent layoffs, like those at EA, that have been attributed to or followed by an increase in AI adoption, indicating that, while AI may not be capable of replacing artists and developers from a technical standpoint, it does not necessarily mean there is no threat.