Strauss Zelnick, CEO of Rockstar's parent company, argues that AI is a "backward-looking" tool that can't replicate the human "genius" required for a new Grand Theft Auto.
As the hype for Grand Theft Auto 6 continues to build, the head of its parent company, Take-Two Interactive, has weighed in on the future of game development, stating unequivocally that Generative AI will not be creating Grand Theft Auto 7.
In a series of widely reported interviews, Take-Two CEO Strauss Zelnick has forcefully downplayed the idea that AI could ever replace human developers for truly creative work, dismissing AI-generated content as "pretty derivative."
Speaking at CNBC's Technology Executive Council Summit, Zelnick was asked about AI's role in the future of entertainment.
"Let's say there were no constraints [on AI]," Zelnick proposed. "Could we push a button tomorrow and create an equivalent to the 'Grand Theft Auto' marketing plan? The answer is no. A, you can't do that yet, and B, I am of the view that you wouldn't end up with anything very good."
His core argument rests on a fundamental distinction between data and creativity.
"There is no creativity that can exist by definition in any AI model, because it is data-driven," Zelnick stated. "What are datasets by definition? They're backward-looking."
In Zelnick's view, a true blockbuster like Grand Theft Auto is "forward-looking" and "created out of thin air" by the "extraordinary creativity" of a human team. An AI, he argues, can only re-package what has come before.
AI as a Tool, Not a Creator
Despite his firm stance against AI as a creative force, Zelnick clarified that he is "not an AI naysayer." He sees a powerful future for AI as a tool to assist developers, not replace them.
He believes AI will be "really good" for handling "mundane tasks" and making the development pipeline more efficient. This, he argues, will ultimately increase employment rather than reduce it, as it will free up developers to focus on bigger, more complex creative challenges.
Zelnick also pointed to a major legal hurdle: intellectual property. He noted that content created by AI is "not protectable" under current law, and using it poses a major risk of infringing on other people's copyrights—a non-starter for a multi-billion-dollar franchise.
For fans worried that the future of the GTA series might be handed over to an algorithm, the message from the top is clear: human genius, not artificial intelligence, will remain the driving force.
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