GTA 6 CEO says AI will make creating games easier, but “making a big hit” will be as hard as ever
gamesradar.com Nov 10, 2026

GTA 6 CEO says AI will make creating games easier, but “making a big hit” will be as hard as ever

AI-summarised brief · reviewed before publication

Take‑Two Interactive chief executive Strauss Zelnick told investors that artificial intelligence will streamline game development but will not replace human creativity. Speaking on the company’s earnings call, he said recent technological advances have already made asset creation far easier than in his early career, and he expects AI to accelerate that trend. Zelnick emphasized that producing a blockbuster title remains a uniquely human challenge, noting that “making a big hit was hard then, it’s hard now, and it will be hard in the future.” He reiterated Take‑Two’s commitment to “the best entertainment on earth” as it prepares the highly anticipated launch of Grand Theft Auto VI, which he expects to exceed expectations and set new standards for interactive storytelling worldwide.

💡 Why It Matters

  • · The comment underscores a growing industry tension: while AI can cut production costs, the core value of games still hinges on human‑driven design, shaping how studios allocate resources.