Take-Two CEO Strauss Zelnick announced that the company embraces generative artificial intelligence, but GTA 6 is entirely handcrafted, and generative AI plays "zero role" in the game.
Take-Two Interactive CEO Strauss Zelnick made striking statements regarding generative artificial intelligence, one of the most debated topics in the gaming world recently. Zelnick explicitly stated that the company actively embraces generative AI technologies, but specifically emphasized that this technology plays "zero role" in the highly anticipated GTA 6.
The Project Genie Effect
Zelnick's statements came in response to a question about Google's recently introduced experimental AI tool called Project Genie. Project Genie was announced as a system capable of creating short, explorable, and interactive video environments from simple text commands. Following this development, Take-Two's shares fell to their lowest level in 11 months, which, according to the CEO, "surprised him a bit."
Zelnick stated that he found it difficult to understand the concerns behind this decline, arguing that video games have historically been built upon the foundations of artificial intelligence and machine learning. Reminding that games have been developed with computer technologies from the beginning, Zelnick expressed his excitement about the future potential that generative AI could offer since the topic emerged.
On the other hand, the Take-Two CEO announced that the company is currently testing the use of AI within hundreds of different pilot projects. These trials are not limited to the central office but also include studios within the company. According to Zelnick, these tools can increase efficiency and reduce costs, especially by cutting down time spent on repetitive and routine tasks.
The Message for GTA 6 is Clear
The most critical part of Zelnick's statements directly concerned GTA 6. The CEO provided a clear answer to the discussions on this matter, stating, "Specifically regarding GTA 6, generative artificial intelligence plays no role whatsoever in the game Rockstar Games is developing." Zelnick emphasized that Rockstar Games' game worlds are entirely handcrafted and built from the ground up, with buildings designed individually and streets, neighborhoods, and environments created step by step.
Zelnick stated that these worlds are not, and should not be, procedurally generated, expressing that the identity of the GTA series is shaped by this meticulous and human-labor-intensive design philosophy.
AI Use Draws Backlash
While GTA 6, expected to be released in November, is almost certainly poised for global success, the possibility of generative AI being used in the game could have negatively impacted sales and brand perception. Indeed, recent titles like Black Ops 7, Anno 117, and Arc Raiders have faced such effects.
A similar situation occurred for Larian Studios, the developer of Baldur's Gate 3. The studio had to explicitly state that AI assets would not be used for their new Divinity game, which was introduced at last year's Game Awards.
Frankly, most of the AI criticisms directed at creative industries are meaningless. Recently, Ben Affleck demonstrated the most accurate approach to this issue. Appearing on Joe Rogan's podcast with Matt Damon, Affleck spoke for several minutes about how AI would (or wouldn't) affect creative industries, stating that it would be merely a "tool," much like visual effects.
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