Grand Theft Auto and Borderlands owner Take-Two has had "success" with using AI for "mundane tasks," but doesn't see it as a replacement for actual creativity: "We are not using this as an excuse to reduce headcount"

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Take-Two CEO Strauss Zelnick on AI in Game Development: “Positive for Creativity, Not for Headcount Cuts”

Strauss Zelnick, CEO of Take-Two Interactive—the company behind major franchises like Grand Theft Auto, Borderlands, and WWE 2K—recently spoke about the role of artificial intelligence in game development, emphasizing that AI is a tool to enhance creativity rather than a replacement for human talent.

Speaking during a quarterly financial conference call, Zelnick acknowledged that AI can improve efficiency and free developers from repetitive tasks, but he stressed that it won’t supplant existing processes or lead to immediate cost-cutting measures.

"As tool sets improve, we can become more efficient, we can become more effective, and give our people freedom to be more creative. So AI, depending on how you define it, and properly deployed, of course, is positive for creativity," he explained.

When asked whether Take-Two had seen success using AI in non-creative aspects of development, Zelnick highlighted the limitations of current AI technologies:

"LLMs and similar technology use backward-looking datasets that don't stand up to forward-looking genius."

He also confirmed that AI has already been implemented in some areas of the business to improve workflow.

"We have seen some efficiencies," Zelnick said. "There are plenty of areas of business where the tools that we have rolled out are helping us. We are not either using this as an excuse to, or frankly seeing the opportunity to, reduce headcount."

Zelnick concluded by emphasizing that AI is not a shortcut to cutting costs:

"If you said, can you cut your cost profile by 5% tomorrow by using all things AI, the answer is no."

His statements arrive amid wider industry debates over AI. Developers at EA, Square Enix, Larian Studios, and industry icons like Hideo Kojima have expressed skepticism or concern over AI’s limitations, particularly regarding creative work and potential employment impacts.

For now, Take-Two’s approach positions AI as a supportive tool for developers rather than a replacement, underscoring the company’s commitment to human creativity in game development.

References

  1. Take-Two Interactive Quarterly Conference Call (2025). Strauss Zelnick Remarks on AI.

  2. GamesRadar+, “Take-Two CEO Strauss Zelnick on AI in Game Development” (2025).

  3. Industry Commentary: Hideo Kojima, Square Enix, Larian Studios on AI limitations.

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