Overview
- Speaking at CNBC’s Technology Executive Council Summit on Oct. 28, Strauss Zelnick said AI could not push-button produce a Grand Theft Auto–level game or even a comparable marketing plan, arguing the result would be derivative.
- Zelnick described generative AI as data-driven and inherently backward-looking, saying it lacks the creativity required to build Rockstar’s multi-layered worlds.
- He warned that content made with AI is not protectable as intellectual property and stressed safeguarding both Take-Two’s rights and others’, including concerns about deepfakes and likeness misuse.
- The CEO maintained that AI’s real impact on game development and production remains limited, though he acknowledged it can help with tasks rooted in data computation.
- As some publishers such as Electronic Arts and Krafton expand AI use, Take-Two is prioritizing human-led creativity ahead of GTA 6, which is scheduled for a May 2026 console launch according to prior announcements and reporting.