"The age of AI has barely begun, but there are some in the industry who see it as an absolute necessity for the future. Electronic Arts, for example, has reportedly instructed its employees to treat AI as " thought partners" in every aspect of game creation. However, Take-Two CEO Strauss Zelnick isn't buying into the hype, and he doesn't believe AI will ever be able to compete with Rockstar Games' Grand Theft Auto games."
""Let's say there were no constraints [on AI]," said Zelnick during an appearance on CNBC. "Could we push a button tomorrow and create an equivalent to the Grand Theft Auto marketing plan? The answer is no. A, you can't do that yet, and B, I am of the view that you wouldn't end up with anything very good. You end up with something pretty derivative.""
Strauss Zelnick rejects AI's ability to match Grand Theft Auto and argues that unconstrained AI could not produce an equivalent marketing plan, claiming AI would yield derivative, low-quality results. Zelnick asserts AI cannot innovate because it is backward-looking and its predictive models are built on existing creations. Electronic Arts instructs employees to treat AI as 'thought partners' across game creation. Microsoft uses AI primarily for security while exploring AI roles in game development and integrating AI and voice into Windows 11. Developers Hideo Kojima and Glen Schofield endorse AI tools in game creation. Over 50% of Japanese game publishers report using AI in some capacity.
Read at GameSpot
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