Take-Two CEO recently spoke about AI tools, stating that they can help create assets, but not provide hits for developers.
AI use in the gaming industry has been a subject of contention ever since the technology was revealed. Most recently, we saw Nvidia’s DLSS 5 being slammed by players, with some calling it “a cheap AI-driven image filter.” Now, the CEO of the publisher of one of the biggest games out there has shared his two cents.
Take-Two CEO Says AI Can Help Create Assets But Not Generate Hits
In a recent interview with The Game Business, Take-Two CEO Strauss Zelnick discussed the use and capabilities of AI tools in the gaming industry. Zelnick emphasized that while it’s clear these tools offer significant benefits, they don’t guarantee that “everyone can create hits.” He acknowledged that while AI can assist developers in creating assets, it does not necessarily lead to the creation of successful games.
Zelnick explains that it doesn’t matter whether developers created an asset by simply pushing a button or spent six weeks crafting it; in the end, it’s still an asset. However, he also notes that while a developer can create assets that may resemble a major release, such as NBA 2K or EA Sports FC, “creating a hit of that magnitude is a completely different animal and does require human engagement and creativity.”
When asked if a project like Project Genie could simplify the process for developers creating games like GTA 6, Take-Two’s CEO, Strauss Zelnick, responded, “not even the littlest bit.” He explained that there is already a significant amount of technology available to assist developers in making video games, resulting in thousands of games being released each year. However, successful titles tend to come from “large entertainment companies” or, occasionally, indie studios, which are generally well-funded and quite capable on their own.
The Take-Two CEO added, “The notion that somehow new tools would allow an individual to push a button and generate a hit and bring it to many millions of consumers around the world, it’s a laughable notion.” Zelnick elaborated that this has never been the case in the entertainment industry. He provided an example of music created in response to specific prompts. According to Zelnick, these types of tracks cannot be heard more than once; they serve a purpose similar to that of a birthday greeting card for your partner.
In other news, a GTA 6 hacker has suggested the game’s source code could already be in the hands of someone. Additionally, the CEO of Take-Two Interactive has confirmed that no generative AI is used in Grand Theft Auto 6. What do you think about Take-Two CEO’s thoughts on the use of AI tools in the gaming industry? Leave your thoughts down in the comments, and join the official Insider Gaming Discord server.
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He says that now also he’s waking back his AI comments prior with this comment. He’s trying to keep his radical crazies at bay.