GTA maker CEO: AI can boost efficiency, but can't create the next blockbuster

Can AI boost game development efficiency? Sure, but don't expect it to create a GTA-level hit on its own. Take-Two CEO Strauss Zelnick says AI still lacks real originality and surprise—the core of a blockbuster game.

Zelnick is open to AI, even 'fully supportive,' but stresses AI is essentially built on existing data, which belongs to the past. While AI can generate assets, a hit game isn't just about asset assembly. This addresses concerns that AI could lower barriers and threaten traditional publishers.

Take-Two already lets employees use AI tools like Claude and Gemini. Zelnick believes AI won't significantly cut 3A game costs, but may raise the bar for content scale and quality. 'AI brings more work, not less.'