Take-Two CEO says generative AI plays zero role in GTA 6 development

In an interview with GamesIndustry.biz, Take‑Two Interactive CEO Strauss Zelnick said, “Specifically with regards to GTA 6, Generative AI has zero part in what Rockstar Games is building.” He framed the studio’s approach as deliberate and artisanal, adding, “Their worlds are handcrafted. That's what differentiates them” and “They're built from the ground up, building by building, street by street, neighborhood by neighborhood.” Zelnick emphasized the creative choice when he said, “They're not procedurally generated, they shouldn't be. That's what makes great entertainment.”

Zelnick made the remarks while discussing Take‑Two's broader approach to artificial intelligence ahead of the company’s Q3 financial results and earnings call. He balanced the rejection of generative AI for Rockstar with an acknowledgement of widespread AI use across the publisher, stating, “On the topic of AI, I've been enthusiastic since the very beginning.” He told readers, “This company's products have always been built with machine learning and artificial intelligence. We've actually always been a leader in the space, and right now we have hundreds of pilots and implementations across our company, including within our studios.” Zelnick also noted that “...generative AI tools are driving costs and time efficiencies,” while warning that tools alone do not make hits: “That said, do I think tools by themselves create great entertainment properties? No, there's no evidence that that's the case, and it won't be the case in the future.”

The comments arrived in a week dominated by industry reactions to Google’s experimental Project Genie, a tool billed as able to generate playable worlds. Take‑Two stock fell sharply after Project Genie’s announcement, with one report saying the price plunged to an 11-month low and another describing the move as a plummet. Critics of Project Genie noted demo limitations, including that examples appear heavily inspired by other works and can only run for 60 seconds because of the sheer compute cost. Observers also point to shipped titles that have used AI assets, such as Clair Obscur: Expedition 33 and Arc Raiders, underscoring that studios are experimenting with AI in varied ways.

Zelnick’s long‑running skepticism about AI as a source of creativity predates the GamesIndustry.biz interview; he has told other outlets, “there is no creativity that can exist by definition in any AI model, because it is data-driven.”

For players and modders who prize Rockstar’s dense, intentional cities and character work, Zelnick’s statements are a clear signal that GTA 6’s core design will be human-led and handcrafted. The coming Q3 results and further industry tests of world‑generation tools will show whether markets and developers converge on different roles for generative AI, but for now Rockstar’s city-building remains a human statement of craft.