Strauss Zelnick, Chairman and CEO of Take-Two, has once again shared his nuanced perspective on the role of artificial intelligence within the video game industry. While acknowledging AI’s inherent value, he emphasized that its capabilities are often overstated, particularly when it comes to true innovation.
During a recent appearance at the Paley International Council Summit, Zelnick highlighted that AI is undeniably “great” and beneficial for “every industry,” including gaming. However, he quickly clarified that it’s far from a magic solution for creativity. “Will it recreate or create genius? No. Will it create hits? No. It’s a bunch of data with a bunch of compute with a language model attached,” he asserted.
The executive believes that AI’s primary function will be to boost efficiency for human developers rather than to generate original, forward-thinking creative concepts. He explained that AI operates by processing “big datasets with a bunch of compute within natural LLM—a large language model.” By its very nature, a dataset is “backward-looking,” whereas genuine creativity is “forward-looking.” He concluded that any perceived foresight in AI is merely a “predictive model.”
Zelnick also addressed concerns about AI causing widespread job losses. He referenced historical shifts in the workforce, such as the agricultural sector’s evolution from employing 65% of the U.S. workforce in 1865 to just 2% today, without a corresponding outcry over a lack of farming jobs.
Previously, Zelnick has described “artificial intelligence” as an oxymoron, arguing that machines fundamentally cannot “learn.” He views AI technologies as sophisticated “digital tools,” akin to those humanity has always utilized.
He has consistently cautioned against overestimating AI’s potential, stating, “It’s not going to allow someone to say, ‘Please develop the competitor to Grand Theft Auto that’s better than Grand Theft Auto’, and then they just send it out and ship it digitally and that will be that. People will try, but that won’t happen.” Zelnick drew a parallel to the introduction of hand calculators, which, despite initial parental fears, did not eliminate the need to learn math but instead provided a tool to make calculations easier. He considers generative AI, like ChatGPT, to be in a similar category—a powerful aid, but not a replacement for fundamental human skills.
While Zelnick maintains a grounded view, other prominent figures in the gaming world have expressed different sentiments. Masahiro Sakurai, known for creating the Kirby and Super Smash Bros. franchises, has suggested that generative AI could be a solution for the unsustainable nature of AAA game development. Similarly, Glen Schofield, co-creator of Dead Space, believes AI can help revitalize a “broken, beaten, battered” games industry.
Indeed, AI tools are already being integrated into development. Sony has used machine-learning systems to accelerate development for games like Marvel’s Spider-Man 2. EA Sports credits AI and machine learning for the quality of CFB 25. However, the adoption of AI is not without controversy. Reports indicate that some Candy Crush developers laid off by Activision Blizzard are being replaced by the very AI tools they helped build. Furthermore, a recent report suggests EA might increase its AI implementation during its private sale, raising concerns among workers about potential layoffs and studio closures.
A recent survey highlighted growing apprehension among game developers, with 30% believing generative AI negatively impacts the industry (up 12% from 2023). Common concerns include intellectual property theft, significant energy consumption, and inherent biases within AI programs.