Take-Two Interactive CEO Strauss Zelnick has said artificial intelligence can improve efficiency in video game development but cannot replace the human creativity required to produce commercially successful titles, reiterating his position as the gaming industry increasingly explores AI-powered tools.
Speaking during the company’s latest earnings call, Zelnick addressed the potential role of artificial intelligence at Rockstar Games, the studio developing Grand Theft Auto 6 (GTA 6). His comments followed an investor question about whether AI could provide Rockstar with a competitive advantage in developing major titles.
Zelnick acknowledged that technological advances have consistently helped the gaming industry improve production processes. However, he stressed that making development easier does not necessarily make it easier to create a successful game.
According to the Take-Two chief, producing a major hit was difficult in the past, remains difficult today and will continue to be challenging regardless of how advanced development technology becomes.
AI Can Improve Efficiency in Game Development
Zelnick explained that video game production has always relied on computers and technological innovation. He pointed out that developers now have access to tools that make creating digital assets considerably easier than when he first entered the industry.
Artificial intelligence could further streamline production by assisting with repetitive tasks, supporting asset creation and helping development teams work more efficiently.
However, Zelnick distinguished between technological improvements and the creative process behind successful entertainment products.
He argued that access to better tools does not automatically produce compelling characters, engaging storylines or memorable gameplay experiences. Those elements still depend on the creative decisions of the people developing the games.
His comments suggest that Take-Two views AI primarily as a tool for supporting development teams rather than replacing the creative expertise required to produce major releases.
Take-Two CEO Repeats His Position on GTA 6 and AI
Zelnick’s latest remarks follow earlier comments in March, when he rejected the suggestion that artificial intelligence could independently create a game comparable to GTA 6.
While acknowledging AI’s potential to improve production, he questioned whether the technology could replicate the combination of creative judgment, storytelling and original ideas required to develop a blockbuster title.
For Rockstar Games, which has built its reputation around detailed open worlds, complex characters and carefully developed narratives, human creative direction remains central to its production approach.
The discussion also reflects a broader debate across the gaming industry about how studios should incorporate generative AI without compromising originality, creative control or the quality of their products.
GTA 6 Pre-Orders Reportedly Exceed Expectations
During the same earnings call, Zelnick provided an update on the commercial outlook for GTA 6, saying pre-orders were tracking well above the company’s expectations.
He also expressed confidence that the game’s performance could establish a new benchmark for Take-Two’s business.
GTA 6 is scheduled for release on November 19, 2026, for PlayStation 5 and Xbox Series X|S. Its launch is expected to be a significant event for the company, given the franchise’s commercial history and the considerable anticipation surrounding its next instalment.
Take-Two Addresses Game Piracy Concerns
Zelnick also discussed piracy, acknowledging that unauthorised copying and distribution remain challenges for the entertainment industry.
He said Take-Two continues to strengthen its technical protections and pursue appropriate legal measures to protect its intellectual property.
Although he recognised that piracy cannot be eliminated entirely, he expressed confidence that the company could keep the problem manageable through improved security measures and enforcement.
The comments highlight the challenges facing major game publishers as they prepare high-profile releases while adapting to new technologies and evolving digital threats.
For Take-Two, the central message remains that technological innovation can improve how games are made, but the creative decisions that determine whether a game succeeds cannot simply be automated.
