(Image credit: Rockstar)
In recent years, the internet has been flooded with content generated by AI, from efforts to replicate iconic styles like Studio Ghibli’s. Some tech giants have even experimented with AI in gaming, such as a Sony demo featuring an AI-driven Aloy from Horizon Zero Dawn. However, Take-Two CEO Strauss Zelnick isn’t concerned about AI dominating the industry, especially with the looming release of GTA 6.
In an interview with Carolyn Dailey for her book The Creative Entrepreneur, Zelnick advised aspiring developers: “Be the most creative: Hire the best creators and encourage them to explore their passions while avoiding derivative works.” He further explained that unlike Hollywood’s trend of pitching ideas as combinations of Spiderman and Batman, Take-Two strives for innovation with experiences never seen before.
Zelnick emphasized that monumental successes across media are often “unexpected“. He argued that since generative AI relies on existing data, it tends to be retrospective. “Big hits are forward-looking, and thus need to be created out of thin air. True creativity means there is no box,” he noted. Take-Two champions this vision of creativity and originality.
Reflecting further on AI, Zelnick dismissed the notion that AI users could effortlessly generate another blockbuster like GTA 6 by simply issuing a command. He remains confident that it is the human element of creativity that truly fuels the industry.