In a definitive interview published on February 3, 2026, Take-Two Interactive CEO Strauss Zelnick confirmed that generative AI has “zero part” in the development of Grand Theft Auto VI (GTA 6).
His comments were aimed at reassuring fans that Rockstar Games is maintaining its traditional, painstaking approach to world-building despite the industry-wide rush to adopt automated content tools.
1. “Handcrafted, Not Procedural”
Zelnick emphasized that the highly anticipated state of Leonida (Rockstar’s version of Florida) is being built manually to ensure the high level of detail the franchise is known for.
- The Quote: “Specifically with regards to GTA 6, Generative AI has zero part in what Rockstar Games is building. Their worlds are handcrafted… building by building, street by street, neighborhood by neighborhood. They’re not procedurally generated; they shouldn’t be.”
- The Differentiation: He argued that “handcrafted” design is what differentiates Rockstar from competitors and that “great entertainment” cannot be created by tools alone.
- Creativity Stance: Zelnick remains a vocal skeptic of AI’s creative potential, previously stating that AI cannot be truly creative because it is, by definition, “data-driven” and derivative.
2. AI for “Efficiency” vs. “Content”
While Zelnick ruled out generative AI for the game’s creative assets (like art, story, or world design), he clarified that Take-Two is aggressively using AI in non-creative, operational areas:
- Hundreds of Pilots: Take-Two currently has hundreds of AI “pilot projects” across its studios focused on cost and time efficiencies.
- Development Tools: AI is being used as a supportive tool for tasks like coding assistance, bug testing, and project management to help developers “refine ideas faster.”
- Cost Management: The goal is to drive down production costs without replacing human labor in the creative process.
3. Response to Google’s “Project Genie”
Zelnick’s comments were prompted in part by the reveal of Google’s Project Genie, an experimental AI tool that can generate “playable worlds” from text prompts.
- Market Impact: Take-Two’s stock had recently seen a dip following the Project Genie announcement, as investors speculated whether AI could commoditize the creation of massive open worlds.
- The Counter-Argument: Zelnick dismissed the threat, stating there is “no evidence” that AI-generated properties can match the quality of human-led productions.
4. Release Date and Marketing Reaffirmation
Alongside the AI discussion, Take-Two’s Q3 FY2026 earnings report provided key updates for fans:
- Launch Date: The release date for GTA 6 is firmly set for November 19, 2026, for PS5 and Xbox Series X|S.
- Marketing Kick-off: Rockstar will begin its official global marketing campaign this summer (2026).
- Physical Version: Zelnick debunked rumors of a digital-only launch, confirming that physical copies will be available on day one.
Conclusion: Doubling Down on Human Talent
By stating that generative AI has “zero part” in GTA 6, Zelnick has positioned Rockstar as the “last bastion” of manual digital craftsmanship. As competitors explore AI-generated dialogue and environments, Rockstar is betting that players will pay a premium for the “intent” and “perfection” that only human developers can provide.
