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GTA 6 CEO says AI will make creating games easier, but "making a big hit" will be as hard as ever

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GTA 6 CEO says AI will make creating games easier, but "making a big hit" will be as hard as ever

Researching and writing this story gave me massive deja vu, because what Take-Two CEO Strauss Zelnick said today about AI's evolving role in game development sounds like a re-wording of what every other C-suite executive has said about AI in game dev. In case you have somewhere to be, the TLDR is that Zelnick says AI will make game development easier but won't replace human creativity.

I don't want to minimize the importance of Zelnick, the guy at the top of the company funding the biggest entertainment launch of all time with GTA 6, talking about what could be the most consequential technological advancement since the internet, but decades of on-the-job media training have certainly worked their magic in this case.

In Take-Two's latest earnings call, Zelnick is asked about AI's influence on game development, and he begins his answer with this earth-shattering admission: "Look, technology benefits us."

Facing down a group of investors he's forced to answer to as the head of a publicly traded company, it's understandable that Zelnick wants to play it safe when discussing emergent technology, so I guess I should practice gratitude that he gave as lengthy an answer as he did here. Still, pound for pound this might be the highest ratio of words to meaning I've ever seen.

"We've always created our entertainment inside computers, with technology. All advances have benefited us, and I don't expect that that will change. In fact, I hope it'll accelerate.



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