Take-Two CEO Strauss Zelnick has spoken about the potential of generative AI in the company’s latest earnings call.<\/b>
\nTake-Two Interactive is \u00ab\u00a0embracing generative AI\u00a0\u00bb according to its CEO
The Rockstar Games owner \u00ab\u00a0hundreds of pilots\u00a0\u00bb testing the technology
Thankfully generative AI will play \u00ab\u00a0zero part\u00a0\u00bb in the upcoming Grand Theft Auto 6
Take-Two Interactive CEO Strauss Zelnick has discussed the potential of generative AI technology in the company’s latest earnings call.
\u00ab\u00a0The video game business, since its inception, was built on the back of machine learning and artificial intelligence\u00a0\u00bb, he explained. \u00ab\u00a0We create our games in computers with technology and, ever since questions began about generative AI about months ago, I’ve been incredibly enthusiastic about what the future can bring.\u00a0\u00bb
He went on to reveal that Take-Two is currently \u00ab\u00a0actively embracing generative AI\u00a0\u00bb with \u00ab\u00a0hundreds of pilots\u00a0\u00bb testing its implementation across the company including in its game studios.
He added that the company has the chance \u00ab\u00a0to drive efficiencies, reduce costs, and create the opportunity to do what digital technology has always allowed\u00a0\u00bb by reducing the time spent on \u00ab\u00a0mundane tasks\u00a0\u00bb and freeing up time for \u00ab\u00a0the more interesting tasks of making superb entertainment.\u00a0\u00bb
It comes as part of Take-Two’s overall strategy to \u00ab\u00a0be the most creative, be the most innovative, and be the most efficient company in the entertainment business.\u00a0\u00bbWhat does this mean for Rockstar?
Although you can hardly move for massive tech companies making announcements regarding generative AI, use of the technology remains controversial in the gaming space.
Fans were disappointed to see apparent \u00ab\u00a0AI slop\u00a0\u00bb adorning the side of a building in a recent Forza Horizon 6 trailer, and Battlefield 6 players expressed fury at the sale of seemingly AI generated content in the game’s virtual store late last year.
Thankfully, Zelnick has confirmed that generative AI will not be used in the development of the highly anticipated Grand Theft Auto 6. Speaking to Gamesindustry.biz ahead of the earnings call, he confirmed that: \u00ab\u00a0Generative AI has zero part in what Rockstar Games is building.\u00a0\u00bb
\u00ab\u00a0Their worlds are handcrafted. That’s what differentiates them\u00a0\u00bb, he explained. \u00ab\u00a0They’re built from the ground up, building by building, street by street, neighborhood by neighborhood. They’re not procedurally generated, they shouldn’t be. That’s what makes great entertainment.\u00a0\u00bb
The earnings call also reaffirmed that GTA 6 is still on track to launch on November 19, 2026 with marketing efforts expected to ramp up soon.<\/p>\n