For better or worse, AI is now fully entrenched in game development – theoretically as a tool to aid in development, though there's a fair bit of controversy within studios about how helpful the technology actually is. Take-Two Interactive CEO Strauss Zelnick is willing to acknowledge that even if it could create whole games on its own, they probably wouldn't be very good. Heck, it probably couldn't even come up with a decent GTA 6 marketing plan.
"Let's say there were no constraints [on AI]," Zelnick tells 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."
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