- Take-Two Interactive “embraces generative AI” according to its CEO
- Rockstar Games owner ‘hundreds of drivers’ testing technology
- Fortunately, generative AI will play “role zero” in the coming years. Grand Theft Auto 6
Strauss Zelnick, CEO of Take-Two Interactive, discussed the potential of generative AI technology during the company’s latest earnings call.
In response to a question about the recent bruising Take-Two’s stock suffered following the announcement of Google’s Project Genie AI tool, which would allow users to generate playable interactive worlds based on prompts, Zelnick admitted he was “a little confused” by the market reaction.
“The video game sector, since its creation, has been built on machine learning and artificial intelligence,” he explained. “We make our games on computers with the technology, and since questions started to arise about generative AI about a few months ago, I’ve been incredibly excited about what the future can bring.”
He then revealed that Take-Two is “actively adopting generative AI” with “hundreds of pilots” testing its implementation across the company, including in its game studios.
He added that the company has the opportunity “to gain efficiencies, reduce costs and create the opportunity to do what digital technology has always enabled” by reducing time spent on “mundane tasks” and freeing up time for “the more interesting tasks of creating great entertainment.”
This is part of Take-Two’s overall strategy to “be the most creative, innovative and effective company in entertainment.”
What does this mean for Rockstar?
Although it is difficult to accept that large technology companies are making announcements regarding generative AI, the use of this technology remains controversial in gaming.
Fans were disappointed to see an apparent “AI slop” adorning the side of a building during a recent Forza Horizon 6 trailer, and Battlefield 6 players expressed fury over the sale of seemingly AI-generated content in the game’s virtual store late last year.
Fortunately, Zelnick confirmed that generative AI will not be used in the development of the highly anticipated Grand Theft Auto 6. Speaking to Gamesindustry.biz ahead of the earnings conference call, he confirmed that: “Generative AI has no part in what Rockstar Games builds.”
“Their worlds are handcrafted. That’s what sets them apart,” he explained. “They’re built from the ground up, building by building, street by street, neighborhood by neighborhood. They’re not procedurally generated, they shouldn’t be. That’s what makes great entertainment.”
The results call also reaffirmed that GTA6 is still on track to launch on November 19, 2026, and marketing efforts are expected to ramp up soon.
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