AI is increasingly woven into game development—promoted as a productivity aid, yet hotly contested within studios over how useful it really is. Take-Two Interactive CEO Strauss Zelnick concedes that even if AI could assemble entire games by itself, the outcomes would likely be subpar. He even doubts it could devise a convincing marketing campaign for GTA 6.
“Let’s say there were no constraints [on AI],” Zelnick told CNBC. “Could we push a button tomorrow and create an equivalent to the ‘Grand Theft Auto’ marketing plan? 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.”
Zelnick argues that generative models are fundamentally tethered to historical data: they recombine existing material rather than originate truly novel work. That limitation, he says, constrains how much value AI can add to a publisher’s creative process.
Source: gamesradar.com
