Director of Take-Two Interactive, Strauss Zelnick, in an interview with The Game Business talked about the increasing role of artificial intelligence in the gaming industry, emphasizing that AI can be a useful tool, but not the solution to creating big hits. Zelnick explained that AI can help developers create assets and speed up certain processes, but this does not mean that such projects will automatically become successful. According to him, it is not important whether some element of the game was created by pressing a button or after weeks of work, but that the key to success still lies in creativity, vision and human engagement. As an example, he mentioned big franchises like Grand Theft Auto VI, but also sports series like NBA 2K and EA Sports FC, stressing that creating a game of such caliber requires much more than just technology. The subject of AI is once again in the focus of the industry, especially after criticism of Nvidia DLSS 5, about which numerous memes are already circulating on social networks.
In this context, Zelnick rejected the idea that new AI tools could allow individuals to create a global hit with one click, calling such an assumption unrealistic. He added that even today there are a large number of tools that facilitate game development, which is why thousands of titles are released every year. However, the biggest successes still come from big studios or quality indie teams with a clear vision and resources. Finally, Zelnick confirmed that generative AI was not used in the development of GTA 6.
