The age of AI has barely begun, but there are some in the industry who see it as an absolute necessity for the future. Electronic Arts, for example, has reportedly instructed its employees to treat AI as “thought partners” in every aspect of game creation. However, Take-Two CEO Strauss Zelnick isn’t buying into the hype, and he doesn’t believe AI will ever be able to compete with Rockstar Games’ Grand Theft Auto games.
“Let’s say there were no constraints [on AI],” said Zelnick during an appearance on 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 went on to explain that AI can’t innovate, because it’s “backward-looking” by design and its predictive models are built on things that have already been created, rather than anything new.