AI May Shape Gaming's Future, Says Take-Two CEO—Just Not For Grand Theft Auto VI

Grand Theft Auto VI sits at the centre of investor anxiety and industry excitement as artificial intelligence begins to reshape how video games are made, but Take-Two Interactive's chief executive says fears around the technology are misplaced.

While AI tools such as Google's newly unveiled Project Genie have spooked markets, Strauss Zelnick insists the future of blockbuster games will still depend on human creativity, not algorithms replacing developers.

Shares in Take-Two have fallen around 12% since the release of Project Genie, a tool that allows users to generate interactive, open-world environments reminiscent of titles such as Grand Theft Auto. The reaction reflects wider concern across the gaming sector that AI-generated worlds could disrupt traditional development models and undermine the value of premium franchises like Grand Theft Auto VI.

Yet Zelnick argues the technology should be viewed as an opportunity rather than a threat. Speaking amid speculation about how AI might influence future releases, he suggested tools like Project Genie could ultimately empower studios rather than render them obsolete, even as anticipation builds for Grand Theft Auto VI's planned November launch.

AI Tools Are Not Games, Take-Two CEO Says

In an interview with The Game Business, Zelnick said Take-Two was built on technological innovation and has long embraced machine learning across its development pipeline.

'This company was built on the use of machine learning and artificial intelligence,' he said, adding that the publisher is currently running hundreds of AI pilots across its labels.

He expressed surprise at the market's negative response to Google's announcement, noting that improved tools have historically allowed developers to create richer, more ambitious games. 'From one point-of-view, I'm surprised about the market reaction,' he said. 'Innovation is one of our core tenets... as tools get better, our teams can do cooler and cooler things.'

However, Zelnick was clear that AI itself would not become an entertainment product. 'AI tools are not entertainment experiences.

Creators use tools to create great entertainment,' he said, pushing back against the idea that generative technology could replace studios behind major franchises.

Strong Financial Results Offset Market Jitters

The comments come despite a robust financial performance from Take-Two. The company reported net bookings of $1.76 billion (£1.41 billion) for the quarter, comfortably exceeding its previous guidance of $1.6 billion (£1.28 billion).

Growth was broad-based across the business, with Zynga's mobile portfolio up 19% year-on-year and GTA Online revenue rising 27%.

NBA 2K was a standout performer, recording a 30% increase in revenue. Zelnick attributed the growth to improvements in game quality and basketball's expanding global audience. While the franchise dominates North America, he said international markets remain a significant opportunity, particularly in China, where NBA 2K Online is the top PC sports title.

Take-Two has also been expanding its reach through partnerships, including a growing relationship with Netflix. The publisher has released several mobile titles on the streaming platform, spanning franchises such as Grand Theft Auto, Red Dead Redemption and Civilization. Zelnick said the partnership had reduced friction for new players by removing the need to buy dedicated hardware.

Distribution Shifts And Confidence in GTA VI

Looking ahead, Zelnick acknowledged broader shifts in how games are distributed, with PC continuing to gain ground relative to consoles. Despite this, he said he remained optimistic about upcoming hardware, including Nintendo's next-generation Switch, which will host future Take-Two releases.

Inevitably, attention turned to Grand Theft Auto VI. Zelnick confirmed the game remains on track for its 19 November release and said the company 'feels great about it', while offering few hints about its marketing strategy. He noted that even acknowledging planned promotional activity was 'a huge departure' from his usual reticence.

Asked about his biggest challenge, Zelnick said it was maintaining momentum in a company defined by past successes. 'My biggest challenge... is always to drive new hits,' he said, stressing the importance of ambition, teamwork and creative culture as Take-Two prepares for its most anticipated launch in over a decade.