Take-Two Interactive’s CEO, Strauss Zelnick, has once again addressed the topic of artificial intelligence, firmly asserting that such technology could never replicate the innovation seen in Grand Theft Auto 6. He stated that “no creativity… can exist by definition in any AI model,” emphasizing the unique role of human ingenuity in creating standout projects.

Zelnick has previously described AI as an “oxymoron” but acknowledges its potential to improve efficiency within the company. He believes that while AI can be a useful tool, the creation of successful and original content requires “genius,” which he attributes solely to humans.

During a recent discussion at CNBC’s Technology Executive Council Summit, he elaborated on AI’s derivative nature, voicing concerns about copyright implications. Zelnick noted, “We need to safeguard our intellectual property, but we must also consider the rights of others. If AI generates intellectual property, it cannot be protected.” He emphasized the importance of adhering to copyright laws while respecting creators’ rights, which results in certain limitations.

Zelnick pointed out that AI’s reliance on existing data makes it inherently “backward looking,” leading to outcomes that lack true creativity. He questioned whether it would ever be possible to produce an equivalent to the Grand Theft Auto marketing strategy with a simple button press, concluding that even without constraints, the result would likely be subpar and derivative.

While he acknowledged that AI is effective for analyzing historical data, he believes it struggles with creative endeavors. Zelnick noted, “At Take-Two, anything that falls outside the realm of data-driven analysis will likely yield disappointing results.”

In discussing Grand Theft Auto, he remarked on Rockstar Games’ continuous pursuit of excellence, stating that the company’s work aims to reach near perfection. According to Zelnick, true creativity cannot emerge from AI models due to their data-centric nature.

The highly anticipated Grand Theft Auto 6 is set to be released on May 26, 2026, following a delay earlier this year.