Take-Two CEO Dismisses AI-Generated Game Hits as 'Laughable,' Defends Human Creativity in Gaming

Strauss Zelnick, CEO of Take-Two Interactive—the parent company of Rockstar Games, developer of the Grand Theft Auto series—has labeled the idea that AI could create games like the upcoming GTA 6 as "laughable." In an interview with The Game Business, Zelnick discussed the industry's reaction to Google's Project Genie, a tool that generates interactive worlds from text prompts but is currently limited to 60-second experiences at 720p resolution and 24fps. Despite Google offering access via its AI Ultra subscription and a brief dip in game company stock prices, Zelnick argued that while AI might produce environments resembling titles like NBA 2K or Red Dead Redemption, crafting a fully engaging world "is a completely different animal" requiring human creativity and involvement.

Zelnick expressed surprise at market fears, stating, "I was kind of stunned by the market’s reaction... creation tools are beneficial for our industry." He challenged the notion that AI tools could enable anyone to create hit games, saying it "doesn’t stand to reason." He explained, "These tools may help you create assets, but that won’t help you create hits. Thousands of mobile games launch annually, with only a handful succeeding—whether assets take six weeks or a button-push to make." He added that the idea of pushing a button to generate, market, and distribute a global hit is "a laughable notion" that has never held true in entertainment.

Generative AI's impact on creative industries remains a hot topic. While some in gaming embrace it—such as Genvid's CEO noting "Gen Z loves AI slop," EA's Andrew Wilson calling AI "the very core of our business," and Square Enix restructuring to aggressively apply AI—others, like Dead Space creator Glen Schofield and former God of War developer Meghan Morgan Juinio, advocate for its integration to avoid "selling ourselves short."

Regarding GTA 6, Zelnick confirmed marketing will begin this summer, with a release date seemingly set for November 19, 2026. Speculation continues over its price, with rumors of up to $100, though no evidence supports this. Zelnick has denied that GTA 6 will be digital-only at launch, and recently, PlayStation users have been pranking friends by adding the game to their Recently Played lists.