Rockstar's GTA 6 Is Being Handcrafted Without Generative AI, Take-Two CEO Confirms

Take-Two Interactive's CEO, Strauss Zelnick, has affirmed that generative artificial intelligence has "zero part" in the creation of Rockstar Games' upcoming title, GTA 6. The statement comes amid a period of investor concern regarding the impact of AI on traditional game development, particularly after Google's recent unveiling of its Project Genie 3 tool, an AI that can generate playable virtual worlds from text prompts.

The announcement of Google's project contributed to a dip in Take-Two's stock price, which fell to an 11-month-low. However, Zelnick, speaking ahead of the company's Q3 financial results, provided a clear distinction between the use of AI as a tool for efficiency and the creative process behind the studio's flagship title.

In an interview on gamesindustry.biz, Zelnick expressed his long-standing enthusiasm for artificial intelligence, noting that Take-Two's products have consistently been built using machine learning and AI. He positioned the company as a leader in the field, with "hundreds of pilots and implementations" across its various departments, including its development studios. Zelnick acknowledged the practical benefits of these technologies, stating that the company is already observing instances where generative AI tools are improving efficiency in terms of both cost and time.

He had also previously told CNBC that "there is no creativity that can exist by definition in any AI model, because it is data-driven." Despite the utility of AI in streamlining certain processes, he drew a firm line when it came to content creation, asserting his belief that these tools alone cannot produce compelling entertainment properties.

This distinction became most apparent when the conversation turned to the highly anticipated Grand Theft Auto installment. Zelnick was unequivocal in his statement about its development.

Specifically with regards to GTA 6, Generative AI has zero part in what Rockstar Games is building. Their worlds are handcrafted. That's what differentiates them. They'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.

— Strauss Zelnick

This emphasis on a handcrafted approach is presented as a core tenet of Rockstar's design philosophy and a key differentiator in the market. The CEO reiterated that while the company embraces digital technology and tools, including AI, to facilitate its work, these tools do not replace the creative input of the development team. The worlds created by Rockstar are meticulously constructed, not algorithmically generated, which Zelnick argues is essential for creating great entertainment.

Alongside the discussion about AI, Zelnick expressed confidence that the game won’t be delayed again from its revised release date of November 19th and mentioned that "marketing beats are coming soon." The company's latest financial report showed strong performance, exceeding Wall Street expectations with total net bookings of $1.76 billion. This success was largely driven by the Zynga mobile division and better-than-expected revenue from titles like NBA 2K and GTA Online, which saw consumer revenue increase by 30% and 27%, respectively.

Zelnick noted that the company does not manage its operations based on daily stock price fluctuations but focuses on producing the best work possible. He also briefly addressed recent labor issues, stating that the company stands by its decisions regarding dismissed staff members and that a tribunal had rejected a union's application for interim relief, a decision he felt was correct. The focus remains on the game's path to release, with the CEO expressing "extraordinary faith" in the creative teams at Rockstar. The strong financial quarter, bolstered by its diverse portfolio, provides a stable foundation as the company moves toward one of the most significant releases in industry history.

The company also shared the news about GTA V’s sales —and it’s quite impressive. The company reported that Grand Theft Auto V has now sold 225 million copies.