In Brief
- Strauss Zelnick, CEO of Take-Two Interactive, emphasizes that AI cannot replace human creativity in making original entertainment.
- AI’s capabilities are mainly enhancing productivity and automating tasks but fall short in creating new, innovative content like a new Grand Theft Auto game or strategizing its market launch.
- Despite the rise of AI-tools like Sora by OpenAI, legal and ethical issues surrounding AI-generated content remain a concern, particularly with intellectual property rights.
Insight from Take-Two’s CEO at Technology Summit
During the CNBC Technology Executive Council Summit held in New York City, Strauss Zelnick, CEO of Take-Two Interactive, shared critical insights on the role of artificial intelligence in the creative sectors, especially within the gaming industry. Zelnick, whose company is behind blockbuster franchises such as Grand Theft Auto (GTA), NBA 2K, Red Dead Redemption, and Borderlands, addressed the limitations and potentials of AI in creative processes.
AI and Creativity in Gaming
Zelnick argued that AI, while powerful, lacks the essential human element needed to invent original entertainment. “There is no creativity that can exist by definition in any AI model, because it is data-driven,” he explained. This limitation becomes evident in the context of generating innovative gaming content which AI tools cannot achieve independently as they rely extensively on pre-existing data.
Further discussing AI’s application in gaming, Zelnick said, “Even if there were no constraints, could we push a button tomorrow and create an equivalent to the Grand Theft Auto marketing plan? The answer is no. You can’t do that yet, and I don’t think you would end up with anything very good. You would end up with something derivative.” He highlighted that while AI is beneficial for enhancing efficiencies and problem-solving, it falls short in areas requiring emotional depth and unpredictability—key aspects of modern gaming experiences.
Challenges Beyond Creativity
Besides creative challenges, Zelnick touched upon the significant legal and ethical concerns posed by AI-generated content. He stressed the complications related to intellectual property rights, emphasizing the protection necessary for AI-created content, which may lack legal safeguards. “We have to protect our intellectual property,” Zelnick noted. “But more than that, we have to be mindful of others. If you create intellectual property with AI, it’s not protectable.”
The Continuing Success of Take-Two Interactive
Amidst discussions on AI and creativity, Zelnick reaffirmed Take-Two’s ongoing commitment to innovation and originality in gaming. The company continues to be a major force in the industry, managing numerous successful franchises and mobile games. With GTA V achieving record-breaking sales and high expectations set for Grand Theft Auto VI in May 2026, the commitment to human-driven creativity remains strong. “The team’s creativity is extraordinary,” praised Zelnick. “What Rockstar Games tries to do — and has done over and over again — is create something that approaches perfection.”
As AI technology continues to evolve, the emphasis at Take-Two Interactive on human innovation and creativity highlights the unique value of human ingenuity in the gaming industry and beyond.