AI Wouldn’t Be Able to Create a Very Good Grand Theft Auto Game Due to Its Lack of Creativity, Says Take-Two CEO
Artificial intelligence is transforming many parts of modern entertainment, but according to Take-Two Interactive CEO Strauss Zelnick, it still cannot match human creativity when it comes to creating a game like Grand Theft Auto. Speaking at the CNBC Technology Executive Council Summit in New York on October 28, Zelnick explained that while AI can assist in development, it lacks the artistic and emotional qualities that make Rockstar Games’ titles so distinctive.
Zelnick said that using AI to create original intellectual property poses legal and creative challenges. Even setting those aside, he believes AI lacks the depth required to produce something as complex and unique as Grand Theft Auto.
“Could we push a button tomorrow and create an equivalent to the Grand Theft Auto marketing plan? The answer is no. You can’t do that yet, and even if you could, I am of the view that you wouldn’t end up with anything very good. You end up with something pretty derivative,” Zelnick said.
He added that the limitation lies in the data-driven nature of AI, which can only reproduce patterns based on existing information rather than invent something entirely new.
“The team’s creativity is extraordinary, and what Rockstar Games tries to do, and has done over and over again, is create something that approaches perfection. There is no creativity that can exist by definition in any AI model, because it is data-driven,” he concluded.
Zelnick’s comments reflect his belief that the creative spark behind games like Grand Theft Auto and Red Dead Redemption comes from human imagination. These worlds are the result of years of collaboration, narrative design, and emotional intelligence — areas where AI, in his view, still falls short.
The wider gaming industry remains divided on how AI should be used. Companies like Electronic Arts (EA) are embracing it to accelerate work across coding, animation, and quality assurance, arguing that it improves efficiency and reduces costs. On the other hand, prominent figures such as Masahiro Sakurai, creator of Super Smash Bros., and Hideo Kojima, the mind behind Metal Gear and Death Stranding, see AI as a supporting tool that can help developers create larger and more sustainable projects without replacing human creativity.
Zelnick’s perspective highlights an ongoing debate in gaming: how to balance technological innovation with artistic vision. While AI may one day assist in shaping virtual worlds or streamlining production, the creative identity that defines a Rockstar game remains firmly in human hands.
What do you think? Can AI ever develop enough creativity to make a game that resonates like Grand Theft Auto, or will that always require the human touch?
