The Executive Director of Take-Two Interactive, Strauss Zelnick, made it clear that artificial intelligence does not pose a threat to human creativity that drives GTA 6. During his participation in the CNBC Technology Executive Council Summit, held on October 28 in New York, the manager explained that, although AI can be useful for certain tasks, its “retrospective” nature prevents it from reaching the artistic and narrative level of studies such as Rockstar Games.
AI cannot create something truly original
Zelnick was blunt in responding to the potential of AI in the entertainment industry and GTA 6:
“Suppose there were no limitations in AI. Could we press a button tomorrow and create a marketing plan equivalent to the de the answer is no,” he said. “You wouldn’t end up with something good, but something quite derivative.”
For the CEO, the key is that AI models depend on existing information. These models lack the ability to create something truly new.
“Everything that involves computing based on past data, AI does very well,” he explained. “But what we do in Take-Two—the creation of worlds, unique characters, and experiences—is not tied to that, and therefore AI does really badly.”
Human creativity remains irreplaceable
Zelnick stressed that the Genuine creativity remains the heritage of people. He also mentioned that Rockstar Games has repeatedly demonstrated its ability to touch perfection in each installment.
“The team’s creativity is extraordinary, and what Rockstar is trying to do, and it’s accomplished over and over again, is to get close to perfection. No AI model can have creativity, because by definition it’s data-driven.”
In addition, the Executive warned of the LEGAL AND ETHICAL RISKS that raises the use of artificial intelligence in industry, especially in terms of copyright and brand identity.
“We must protect our intellectual property, but also be aware of that of others,” he said. “If you create intellectual property with AI, it is not protected.”
GTA 6: Fruit of human imagination
Meanwhile, the community gamer He hopes that the words of one of the most important studies today resonate in the industry. AI is increasingly present in the industry, from its use in voice, to replace actors and actresses, to develop a title completely with artificial intelligence. The lack of use of this tool in GTA 6 It can set a precedent about the importance of human ability in the development of similar titles.
Zelnick’s statements arrive as Rockstar prepares to launch GTA 6 the May 26, 2026. This will be a title that promises to redefine the standards of immersion and narrative within video games. With this, Take-Two reaffirms his confidence in the human imagination as the engine of creative progress. No artificial intelligence will be able to replicate the cultural impact of a work conceived by human minds.
