Take-Two Interactive’s CEO, Strauss Zelnick, has shared a different perspective on the role of artificial intelligence (AI) in the gaming industry, expressing skepticism about its immediate benefits. Contrary to the optimistic outlook held by companies like Electronic Arts and Embracer Group, Zelnick argues that AI won’t necessarily make game development cheaper, faster, or better.
While many industry leaders are touting AI as a game-changer that could streamline production and reduce costs, Zelnick believes its impact may be overstated. He suggests that the technology might not deliver the promised efficiency gains in the short term despite the buzz. This stance sets Take-Two apart, signaling a more cautious approach than its competitors.
“I would love to say that you will be able to reduce costs, make the process faster and better or even easier to produce great successes. I don’t think that’s the case,” points out Zelnick.
Take-Two Interactive’s CEO also emphasized that using AI in game development is not new. He said AI has been a fundamental tool in the gaming industry for years, playing a key role in popular franchises like GTA and others.
Zelnick highlighted that AI has long been integrated into various aspects of game design, from creating realistic NPC behavior to enhancing player experiences. He points out that while the technology may be evolving, it has been an essential part of game development processes for quite some time, underscoring that it’s not the revolutionary change some are making it out to be.
“The interactive entertainment business has been running on AI forever. Let me remind you that AI is the acronym for artificial intelligence. That’s an oxymoron. There is no such thing. It is just the description of digital tools and they will affect every part of our lives as seen with smartphones”, says the CEO.
Zelnick also points out that there are aspects of artificial intelligence that will not replace professionals within Take-Two Interactive or any other production company:
“Our creative team will be able to take on mundane tasks and turn their attention to more creative functions. Machines can’t make creative decisions for you.”
Artificial intelligence in the gaming industry
The remarks from Take-Two Interactive’s CEO stand in contrast to what we’ve seen from other industry leaders. For instance, NVIDIA’s CEO, whose company sells GPUs that power AI, has suggested that artificial intelligence could take over creative roles like screenwriting. At CES 2024, NVIDIA demonstrated how AI could generate content within various gaming experiences.
Ubisoft has also embraced AI with its “Neo NPC” tool, which helps create more dynamic and lifelike non-playable characters (NPCs) in their games. Similarly, Electronic Arts have been integrating AI into its development processes, with their recent title *EA Sports College Football 25* using generative AI to create athletes’ faces, showcasing how AI could revolutionize character design.
While these companies see AI as a tool to enhance game development and creativity, how these advancements will shape the industry in the long term remains to be fully realized.
 in the gaming industry){kind=link}