No AI in Vice City: Take-Two Boss Affirms GTA 6 Is Fully Handcrafted- Take-Two Interactive CEO Strauss Zelnick has made it abundantly clear: artificial intelligence will not play a role in the development of Grand Theft Auto 6. Speaking with GamesIndustry.biz ahead of the company’s Q3 financial results, Zelnick emphasized that while AI is widely used across Take-Two, it is primarily a tool to improve efficiency—not a creative force behind the company’s flagship titles.
“We’ve always embraced AI and machine learning within our company,” Zelnick said. “We have hundreds of pilots and implementations across studios and other parts of the business. These tools help us streamline workflows, cut costs, and save time, but they don’t create the entertainment experience itself.”
The comments come at a time of heightened attention on AI in the gaming industry. Just last week, Google unveiled Project Genie, an experimental AI “playable world” tool capable of generating interactive environments on the fly. The announcement sent ripples through the market, with Take-Two’s stock briefly dropping to an 11-month low amid concerns about how such technology could disrupt traditional game development.
Despite the market jitters, Zelnick remained confident in Take-Two’s approach. He drew a sharp distinction between AI as a supportive tool and the human creativity required to craft games like GTA 6.
“Generative AI has zero part in what Rockstar Games is building,” he stated. “The worlds they create are handcrafted—building by building, street by street, neighborhood by neighborhood. That attention to detail is what sets Rockstar apart. These games are not procedurally generated, and they shouldn’t be. That’s how you make great entertainment.”
Zelnick has long been skeptical of the notion that AI can replace human creativity. In previous interviews, he argued that AI is inherently data-driven and derivative, and therefore cannot originate new ideas or artistic vision. At the same time, he has acknowledged the value of AI in operational roles across Take-Two, from analytics to development support.
“Tools alone do not make great games,” Zelnick said. “We’ve been testing AI in hundreds of ways across the company, and we see efficiencies and cost savings, but these tools don’t replace the human touch. Creativity is still born from people, not models.”
The CEO’s statements also come in the wake of GTA 6’s second delay, pushing the highly anticipated title’s release to November 19, 2026. While some investors may worry about the extended development timeline, Take-Two reported strong Q3 financial results and even raised its guidance for the current fiscal year, ending March 31. Zelnick reaffirmed his confidence that the November release date remains on track.
This careful balance between embracing AI and preserving human creativity reflects a broader tension in the gaming industry. While generative AI is making waves in areas like concept art, procedural content generation, and in-game assistance, many developers continue to rely on handcrafted design for flagship titles. Rockstar’s approach, Zelnick insists, is intentional. The company’s meticulous, human-driven world-building is a cornerstone of its reputation and long-term success.
“It’s not that we’re ignoring AI,” Zelnick said. “We’re enthusiastic about the possibilities it offers as a tool. But if you think that AI alone can create immersive, memorable worlds like those Rockstar makes, the evidence simply isn’t there. The magic happens when humans design these experiences from the ground up.”
Industry observers have noted that Take-Two’s strategy could serve as a model for other major publishers trying to navigate the rapidly evolving AI landscape. By integrating AI in ways that enhance efficiency while leaving the creative heart of their games untouched, Take-Two appears to be positioning itself as both innovative and protective of the qualities that make its products iconic.
As anticipation builds for GTA 6, players can take some comfort in Zelnick’s reassurance. The streets of Vice City—or wherever Rockstar’s next game is set—will be shaped by human hands, with every detail deliberately crafted to provide a rich, authentic experience. In an era of AI-generated content, that commitment to handcrafted worlds may be the differentiator that keeps the franchise at the top of the gaming world.
Take-Two’s stance is clear: AI is a powerful tool, but it will not replace the artistry, precision, and painstaking effort that go into making a Grand Theft Auto game. For fans of the series, the promise is simple—GTA 6 will be as meticulously built as its predecessors, one street, one building, and one neighborhood at a time.
