Some sense, finally!
- by Ben Kerry
In a new interview with CNBC, Take-Two CEO Strauss Zelnick talked down the use of AI in the company’s video games – going on to say that GTA couldn’t be developed with that technology because “there is no creativity” in the AI model.
In what’s a remarkable bit of common sense from a video game publisher boss, Zelnick says that because AI is inherently “data-driven”, its current form can’t really be used in the creative process – such as putting together a hugely ambitious video game like GTA 6.
“The team’s creativity is extraordinary, and what Rockstar Games tries to do, and so far has done over and over again, is create something that approaches perfection […] There is no creativity that can exist by definition in any AI model, because it is data-driven.”
Zelnick went on to say “what we do at Take-Two isn’t attached to that [data-driven model]” and that if it were to attempt to integrate AI into its creative process, the end result would be “pretty derivative”.
“The answer is no. A, you can’t do that yet, and B, I am of the view that you wouldn’t end up with anything very good. You end up with something pretty derivative.”
Of course, the Take-Two boss is speaking from a place of privilege – GTA 6, and pretty much anything Rockstar does, is afforded unlimited time and budget due to sheer popularity. Still, what Zelnick says makes a lot of sense to us, and you can argue that Take-Two and Rockstar have earnt that place of privilege over the years.
Take-Two Boss Says GTA Couldn’t Be Made With AI Because ‘There’s No creativity In That model’
The Vision Behind GTA’s Success: Creativity Over Automation
Take-Two Interactive, the parent company behind the globally acclaimed Grand Theft Auto (GTA) series, has a firm stance against the idea that advanced Artificial Intelligence (AI) could replace the human creativity that fuels their games. The company’s CEO recently stated that GTA’s enterprising scope, intricate design, and immersive storytelling simply couldn’t be achieved thru AI-driven models because “there’s no creativity in that model.”
This statement has sparked broad conversations in the gaming industry about the real impact and limitations of AI in game development, especially for blockbuster titles like GTA which are celebrated for their open-world innovation and narrative depth.
Why GTA’s Development Demands Human Creativity
Grand Theft Auto is much more than just a game; it’s a cultural phenomenon that blends narrative, character arcs, player choice, and sprawling, intricately crafted world-building. Here’s why AI alone can’t generate the same magic:
- Rich storytelling: The GTA series thrives on complex characters, moral ambiguity, and layered narratives that require emotional intelligence and nuanced writing.
- Innovative World Design: Each city is an elaborate tapestry of social, cultural, and environmental details painstakingly designed by human creators.
- Dynamic Player Experience: From missions to random encounters,the unpredictability comes from creative decisions,not just algorithmic outputs.
- Custom Artistic Vision: Rockstar Games, the studio behind GTA, relies on unique artistic styles and musical scores that evoke specific moods and eras.
AI Models vs. human innovation
While AI is amazing at data processing, procedural level generation, and generating content based on existing patterns, it lacks the innate spark of creativity that humans bring. The CEO of Take-Two clarifies that AI models:
- Operate largely by pattern recognition and recombination,not true original thinking.
- Can risk producing derivative or generic content lacking emotional depth and ingenuity.
- Aren’t equipped to understand cultural context or create nuanced characters with believable motives.
Real-World Limitations of AI in AAA Game Development
The use of AI in the gaming industry is growing, but it still has constraints, especially for ambitious AAA titles like GTA. Here’s a detailed look at current challenges:
| AI Capability | Use Case | Limitation |
|---|---|---|
| Procedural generation | Creating random terrains or filler objects | Can’t replace crafted, meaningful world elements |
| Automated NPC Behavior | Basic enemy or pedestrian AI | Lacks improvisation and deep narrative integration |
| Content Suggestions | Generating ideas based on data trends | Prone to repetition; lacks originality |
Examples of AI Assistance, Not Replacement
Many studios integrate AI to streamline certain repetitive or technical tasks such as motion capture cleanup, bug testing, or texture synthesis. These support roles free up creative teams to focus on storytelling, game mechanics, and player engagement – all areas where direct human input remains irreplaceable for GTA-level quality.
Implications for the Future of Game Development
Take-Two’s CEO remarks underline an vital truth about AI in gaming: it’s a tool, not a crutch. For studios aspiring to produce games that resonate for years or decades, creativity must remain central.
Why creativity is the Core of Iconic Games Like GTA
- Creates unique player experiences that feel handcrafted, not formulaic.
- Ensures cultural relevance and emotional connection in storylines.
- Encourages innovation in gameplay, mechanics, and world-building.
- Supports artistic collaborations that define a game’s identity.
Practical tips for Using AI in Creative Gaming Contexts
- Use AI as a Supportive Tool: Let AI handle repetitive or data-heavy tasks, not core story or design elements.
- Focus on Hybrid Models: Combine human creativity with AI’s processing power for optimal results.
- Maintain Creative Ownership: Always have human leads review and refine AI-generated content.
- Encourage Experimentation: Use AI outputs as inspiration, not final products.
Case Study: Rockstar Games’ Approach to Creativity Versus AI
Rockstar Games exemplifies a studio that prioritizes human-driven innovation. Their approach includes:
- Dedicated Creative Teams: Writers, artists, and designers collaborate extensively to sculpt every gameplay and narrative aspect.
- Iterative Development: Multiple rounds of feedback and polish ensure the world feels authentic and compelling.
- limited AI Use: AI tools are primarily used for technical efficiency, never as a substitute for creative input.
This distinction is a key reason why GTA remains a landmark title in gaming history,impractical to replicate solely with AI-driven tools.
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At the time of writing, we should be able to see what all of this non-AI game development produces next May, when GTA 6 officially launches for Xbox Series X|S. That’s barring any future delays, mind you, which could happen given the history of Rockstar and GTA 6 in particular.
Thoughts on these comments from the Take-Two boss? Talk to us about them down below.
[source cnbc.com]
Ben is a News Writer at Pure Xbox, and is a fan of action, racing and straight-up shootin’ in any Xbox game he can get his hands on. When he’s not clutching an Xbox controller like his life depends on it, Ben spends his time listening to music that’s far too old for him, watching football on the telly and probably eating somewhere.
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