Strauss Zelnick Says AI Can’t Replace Creativity

Throughout the games industry, the idea of AI in development has become one of the largest hot-button issues. From studios forcing employees to train and use AI tools to companies looking to cut costs with more AI implementation, there’s worry from many that designers, developers, and others will be forced out by the tools. One person who doesn’t believe that should happen is Take-Two Interactive CEO Strauss Zelnick.

Speaking on the company’s Q1 FY27 earnings call on Friday, Zelnick spoke on the rise of AI in game development and his thoughts on its place.

AI Can’t Replace Creativity

Zelnick said that Take-Two was built on AI and machine learning over the years “well before it became a buzzaord du jour”. He added that the company has regularly been early adopters of new technology and seeing how it can help what they are trying to do with their games.

With that said, despite believing that these tools can “enhance” the creativity of the roughly 13,000 people they employee, Zelnick doesn’t think it should replace people.

“We believe that technology can enhance their creativity, but we do not believe it can or should replace their creativity,” he said. “Technology should make it easier for our incredibly creative people to innovate. For better or for worse, and I happen to think it’s very much for the better, those tools are not going to replace anyone.”

Zelnick then pointed to the fact that some of Take-Two’s competitors are “announcing opportunities to save hundreds of millions of dollars with AI.” That’s not what they’re looking to do in situations where they use the tools available.

“I’ve said since the beginning that the history of new technology in the interactive entertainment business is efficiencies are indeed created, and we find ways to do bigger and bigger things,” he said. “We actually don’t reduce the cost of doing those things, but we can meaningfully increase the quality.”

What do you make of Strauss Zelnick’s comments on AI in development? Leave your thoughts in the comments below, or join the discussion in the official Insider Gaming Discord.

In other news, read about the layoffs hitting Crossfire developer That’s No Moon. And for even more Insider Gaming delivered directly to your inbox, sign up for our newsletter.