Take-Two CEO Strauss Zelnick believes that modern AI tools are incapable of replacing human creativity when it comes to building blockbuster games like GTA 6. In an interview with The Game Business, he stressed that while technology can speed up development, it cannot produce true hits on its own.
«The notion that AI tools will allow everyone to create hits just doesn’t stand to reason», — Zelnick said.
According to him, the games industry has always relied on technology to improve production, but that has never changed what truly matters — human creativity. AI can assist with generating assets or streamlining workflows, but it cannot replace creative vision.
«These tools may help you create assets, but that won’t help you create hits», — he explained.
Zelnick noted that even if content can now be generated faster, that does not guarantee success. Thousands of games are released every year, yet only a few become hits, most of them coming from major studios or well-funded indie teams.
«Creating a hit of that magnitude does require human engagement and creativity», — he added.
He also compared current fears around AI to past concerns about calculators replacing math skills, which ultimately proved unfounded.
«When I was a little kid, calculators came along and parents were all up in arms that now schools would not teach kids math. Well, people are learning math today».
At the same time, Zelnick acknowledged that new tools lower the barrier to entry, but they do not change the formula for success. In his view, the industry will continue to depend on talented teams rather than technology alone.
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