Take-Two CEO Strauss Zelnick has addressed concerns over the use of Gen AI in GTA 6 and clarified that it wasn't used in the game's development.
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With the rise of Generative AI in media and its use in the gaming industry, fans were concerned that the technology’s reach would extend to GTA 6. However, in a recent interview with GamesIndustry.biz, Take-Two CEO Strauss Zelnick clarified that Rockstar Games did not use Generative AI while creating the world of Grand Theft Auto VI.
Following the launch of Google’s Project Genie AI last week, Take-Two Interactive’s stock plummeted (as per Forbes), and all eyes turned to GTA 6. Zelnick confirmed that while the company is “embracing AI”, Generative AI, in particular, didn’t have anything to do with the development of GTA 6.
Rockstar Games’ Signature Handcrafted Worlds Remain in GTA 6
Strauss Zelnick’s interview with GamesIndustry.biz offered an insight into what he thinks of artificial intelligence, stating that he has always “been very enthusiastic from the beginning”, referring to the use of AI and machine learning in the creation of Take-Two’s products.
While he mentions that there have been “instances where generative AI tools are driving costs and time efficiencies,” Zelnick states it’s too soon to judge its improvements, clarifying that AI is being used as a tool in development, not to create any game assets.
Zelnick acknowledges that AI tools alone cannot create great entertainment, nor have they ever or will. Using GTA 6 as an example, he explains how Rockstar Games didn’t use any Generative AI to develop the game, and everything is “handcrafted” by the developers.
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.
Machine learning and artificial intelligence have long existed as tools in game development, alongside human creativity. However, Generative AI tools lack the human touch and creativity, as they can generate assets from a prompt. Zelnick isn’t shy about his openness to AI, but he emphasises that AI tools will not replace creativity.
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.
Fans concerned about Gen AI being used in GTA 6 can rest easy knowing that Rockstar Games’ traditional handcrafted worlds remain unchanged for the upcoming open-world title.
Marketing for GTA 6 Will Officially Begin This Summer
Apart from addressing concerns over the use of Generative AI in GTA 6, Take-Two CEO Strauss Zelnick has also revealed new information about the game. In an interview with The Game Business, Zelnick was asked about the game’s marketing, and he officially confirmed that it will begin this summer.
You know me pretty well, for me to even say we’ve got marketing beats coming this summer, is a huge departure from what I usually say, which is that our labels will make marketing announcements.
So, it seems that November 19, 2026, is the date set in stone for GTA 6, and no further delays are happening (fingers crossed). Zelnick also confirmed in an interview with Variety that physical copies of GTA 6 will not be delayed to 2027 to avoid leaks, and they will be available on the day of the game’s release.
Rumors previously suggested that Rockstar was considering a digital-first launch for GTA 6, but thankfully, that won’t be the case. With marketing ramping up this summer and physical copies launching on the day of release, has your anticipation of GTA 6 grown? Let us know in the comments section below.
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