The use of generative AI in games has become one of the biggest talking points in the industry. Some developers believe it can help speed up development, reduce costs, and make large worlds easier to build. Others argue that it takes away from creativity, leads to generic content, and risks replacing human talent. With more studios experimenting with AI tools, many players have been wondering how far major franchises are willing to go, and GTA 6 is no exception.

Take-Two Interactive CEO Strauss Zelnick recently addressed AI concerns. In a new interview, Zelnick made it clear that generative AI will not be used in the development of GTA 6, stating that it has “zero part in what Rockstar Games is building”.

AI and machine learning in games

Zelnick explained that while Take-Two has been using artificial intelligence and machine learning for many years, it is mainly applied to tools and internal processes rather than creative work. According to him, AI has long been part of how the company operates, with hundreds of pilots and implementations already active across its studios. In some areas, generative AI tools are helping improve efficiency by reducing development time and lowering costs.

However, he drew a firm line when it came to creativity. Zelnick emphasized that AI models are fundamentally data-driven and cannot create true originality. From his perspective, great entertainment does not come from tools alone, but from people making deliberate creative choices.

“That said, 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. 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, CEO of Take-Two Interactive, via GamesIndustry.biz

When talking specifically about GTA 6, Zelnick stressed that Rockstar’s worlds are entirely handcrafted. Every building, street, and neighborhood is created from the ground up by developers. The game does not rely on procedural generation, and he believes it shouldn’t. This hands-on approach, he said, is what sets Rockstar apart and is a key reason why its games feel so detailed and alive. In his view, replacing that process with generative AI would go against what makes the series special in the first place.

The comments come during a rough time for the company. Take-Two’s stock recently dropped to its lowest level in nearly a year following Google’s announcement of an experimental AI “playable world” project. Despite that, Zelnick remains confident in the company’s direction and its long-term strategy.

About the Author

Abdul Haddi

Abdul is a tech writer and Editor for PC Guide, specializing in all things tech, gaming, and hardware.