AI Can Assist Game Development But Wont Create Hits Says Take Two CEO Amid DLSS 5 Backlash

The gaming industry has also seen Take-Two Interactive CEO Strauss Zelnick share his views about the rise of artificial intelligence (AI) as a game technology giant. The executive recently told the court that while AI can help developers create content, it is not likely to be a part of blockbuster gaming titles development. Those comments come at a time when AI adoption in gaming is still under fire, especially after criticism of technologies such as Nvidia’s DLSS 5, which was recently presented at the company’S GTC 2026 conference.

AI Can Help Create Assets, Improve Efficiency

Zelnick said in a recent interview with The Game Business that AI tools “undoubtedly improve efficiency” in game development, especially when it comes to creating assets. However, he said ‘The tools that exist do not mean that every one is the person who can make hits. Paraphrasingr ’It is.

An asset is just one part of a much larger creative process for game development, whether it was developed in ‘flash using AI or developed over several weeks through traditional methods’ (the executive explained). Despite developers being able to create assets similar to those of major franchises such as NBA 2K or EA Sports FC, “a successful title of that scale is far more complex”, according to Zelnick.

It also questioned whether AI-driven tools such as Project Genie could simplify the development of ambitious large-scale titles like the highly anticipated Grand Theft Auto VI, and that idea was outright dismissed by the Take Two CEO. Zelnick notes that developers already have access to a wide variety of advanced tools. A previous interview with Zelnick explained that everything in Grand Theft Auto 6 was made by Rockstar developers, stating “Generative AI has no role in what RockStar Games is building.”

It is said that making successful games, even though there are AI-backed tools, remains a difficult process. Thousands of titles are issued annually, the official said, but few succeed in large numbers — usually from well-funded studios such as Take Two Interactive’s own Rockstar Games or highly capable indie teams such Annapurna Interactive.

The creation of a hit game, Zelnick also stressed that “the work is not automated by human creativity, judgment and engagement.” While technology is constantly evolving, “the foundations of an entertainment product that has been successful have not changed,” he said. He said ‘Although s are in the line, “

The Take Two Interactive CEO’s comments follow the growing scrutiny of AI’ responsibilities in gaming. Recently, gaming community has been criticized for the use of technologies such as Nvidia DLSS 5 with some players calling them an “AI slop filter” (a type of that is used in conjunction with other games).

Furthermore, AI was also criticized for the development of games like Clair Obscur Expedition 33 after claims that the technology used in the game’s development were not fully disclosed. The highly acclaimed RPG by French developer Sandfall Interactive was thus stripped of two of its many year-end awards for the use of generative AI in the development process, as “Games developed using a form of ‘generative’ AI are strictly not eligible to be nominated. ‘A ,’ said.

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