March 31, 2025 – The wave of artificial intelligence (AI) is sweeping across various industries, and the gaming sector is no exception. However, Strauss Zelnick, the CEO of Take Two, expresses caution about the potential of AI games to shine brightly in the gaming industry, and his reservations are not solely based on the anticipation that his company’s upcoming release, Grand Theft Auto 6 (GTA 6), is poised to be a blockbuster.
During a discussion with Carolyn Dailey about her book “Creative Entrepreneurs,” Zelnick shared his insights into achieving success in the gaming industry. He emphasized, “To become the most creative company, it means hiring the best creators and encouraging them to follow their passions. Inspire them to constantly try new things and steer clear of imitative and plagiarized work.” He further explained that in Hollywood, people often pitch their products as a combination of existing franchises like “Spider-Man,” “Batman,” and “Back to the Future.” However, Take Two doesn’t operate that way in the gaming industry; they strive for unique and unprecedented content.
Zelnick firmly believes that true blockbuster hits, regardless of the medium, often come as surprises. Since generative AI is built upon the foundations created by genuinely talented artists, he doesn’t think AI can produce a blockbuster game. He pointed out, “That’s why I’m not worried about AI creating a hit. It’s constructed based on existing data, looking backward. But blockbuster hits look forward and need to be created out of thin air. Being the most creative isn’t just about thinking outside the box; it’s about not having a box at all.”
