"Their worlds are handcrafted": GTA 6 parent company CEO says "generative AI has zero part in what Rockstar Games is building," even if he's "enthusiastic" about AI in game development

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"Their worlds are handcrafted": GTA 6 parent company CEO says "generative AI has zero part in what Rockstar Games is building," even if he's "enthusiastic" about AI in game development News By Scott McCrae published 4 February 2026

"...tools don't replace creativity"

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Take-Two Interactive CEO Strauss Zelnick says that generative AI has no part in the development of GTA 6.

Speaking to GamesIndustry.Biz, Zelnick was asked about AI in game development following Google Genie's widespread effect on share prices across the industry, as shareholders – who definitely know how game development works – reckon you can generate entire video games now. "On the topic of AI, I've been enthusiastic since the very beginning," says Zelnick, adding, "We've actually always been a leader in the space, and right now we have hundreds of pilots and implementations across our company, including within our studios. And we're already seeing instances where generative AI tools are driving costs and time efficiencies."

But despite his positivity about AI, Zelnick explains, "Do I think tools by themselves create great entertainment properties? No, there's no evidence that that's the case, and it won't be the case in the future." And as for GTA, Zelnick assures that "Generative AI has zero part in what Rockstar Games is building." He adds, "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."

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• Grand Theft Auto and Borderlands owner Take-Two has had "success" with using AI for "mundane tasks," but doesn't see it as a replacement for actual creativity: "We are not using this as an excuse to reduce headcount"
• Rockstar co-founder and former GTA lead writer Dan Houser says "AI is eventually going to eat itself," and that the people behind chatbots and AI models "aren’t fully rounded humans"
• Elder Scrolls and Fallout boss Todd Howard says AI is a useful "tool" in game dev, but "not in generating things" because "the human intention of it is what makes our stuff special"

Take-Two is using AI, but Zelnick seems to be adamant that it not be used for creativity, saying, "We use tools to do everything we do. We use digital technology to do everything we do. We always have, and we already are embracing AI as we always have. What I've said, and continue to say, is that tools don't replace creativity and tools are not projects, they're different things."

As everyone continues to fear $80 GTA 6, Take-Two CEO wants to "deliver way more value than what we charge"

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Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. TOPICS Rockstar Rockstar Games Take-Two Interactive CATEGORIES PS5 Xbox Series X Platforms PlayStation Xbox Scott McCraeSocial Links NavigationContributor

Scott has been freelancing for over three years across a number of different gaming publications, first appearing on GamesRadar+ in 2024. He has also written for the likes of PC Gamer, Eurogamer, VG247, Play, TechRadar, and others. He's typically rambling about Metal Gear Solid, God Hand, or any other PS2-era titles that rarely (if ever) get sequels.

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Logout Read more Grand Theft Auto and Borderlands owner Take-Two has had "success" with using AI for "mundane tasks," but doesn't see it as a replacement for actual creativity: "We are not using this as an excuse to reduce headcount"    Rockstar co-founder and former GTA lead writer Dan Houser says "AI is eventually going to eat itself," and that the people behind chatbots and AI models "aren’t fully rounded humans"    Elder Scrolls and Fallout boss Todd Howard says AI is a useful "tool" in game dev, but "not in generating things" because "the human intention of it is what makes our stuff special"    Hideo Kojima isn't interested in AI-generated content, but thinks the tech could be useful in "the control systems"    Larian is using generative AI in development, but CEO Swen Vincke says Divinity won't launch with AI content    "We would rather cut off our own arms": Indie devs react to Arc Raiders CEO saying people should assume everyone's using generative AI these days    Latest in Grand Theft Auto As everyone continues to fear $80 GTA 6, Take-Two CEO wants to "deliver way more value than what we charge"    GTA 6 owner has "every reason to believe" GTA Online will continue to be supported after Rockstar's next game releases    GTA 6 physical copies will not be delayed to avoid leaks, says Take-Two CEO: "That's not the plan"    GTA 6 release date seems locked in at last as Rockstar owner promises "launch marketing" starts this summer    After 21 years, GTA: San Andreas speedrunners discover a wild 31-step skip for the open-world game's original PC port    GTA 5 Online update fixes a million bugs, and now some players will no longer randomly spawn in the ocean    Latest in News GTA 6 owner says "generative AI has zero part in what Rockstar Games is building"    High-end live streaming mixers can cost $499, but this one somehow costs $49    Send Help producer reveals the surprising on-set hazard that had to be removed from the thriller's set: killer coconuts    Stardew Valley 1.7 update will add "2 more marriage candidates," and fans theorize they could be anyone in the farm sim    Christian Bale reveals he'd "scream like crazy" in the makeup chair for The Bride!, but fans think he's overreacting    Anime adaptation of Fullmetal Alchemist creator's underrated manga is suddenly one of 2026's big highlights    GAME REVIEWSMOVIE REVIEWSTV REVIEWS

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