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GTA 6 CEO says AI will make creating games easier, but “making a big hit” will be as hard as ever
Take-Two CEO Strauss Zelnick said technology, including recent advances that may make creating game assets easier, will help game development. He expects human creativity to remain central, arguing that technology cannot make producing a successful game effortless.
His comments came during the company’s latest earnings call, in response to a question about AI’s influence on game development. Zelnick did not directly attribute easier asset creation to AI, instead referring broadly to recent technological advances. He said making a hit was difficult in the past, remains difficult now and will continue to be difficult.
In short
- Zelnick says technology can ease asset creation.
- He expects human creativity to remain essential.
- Making a hit game will remain difficult.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
Advocates of using AI and other new tools argue that automating parts of asset creation could reduce routine work, lower costs and let teams try more ideas. If people remain responsible for creative direction and quality, these tools could support rather than replace human judgement and make game development more accessible.
The case against
Sceptics argue that easier asset production does not solve the harder challenge of making a game distinctive, coherent and appealing to players. If studios mistake faster output for stronger creative work, AI could add little to a game’s chances of success while putting pressure on human roles and established craft.
Explained simply
Take-Two Interactive is a video game company whose studios make and publish games, including the Grand Theft Auto series. Its chief executive, Strauss Zelnick, speaks for the company on business and industry matters.
Making a game involves many kinds of work, from designing characters and places to building the software that makes them function. New tools can help with some of these tasks, but a game’s success also depends on its ideas, execution and appeal to players.
The discussion matters because game makers are weighing how technology, including AI, could change the time and effort involved in production. Easier production does not necessarily make it easier to create a game that attracts a large audience.
AI Business Companies Entertainment Gaming GTA 6 Technology