Rockstar and Take‑Two reject generative AI for GTA 6 creative content

Rockstar’s decision to keep generative AI out of GTA 6’s creative pipeline is a rare, high‑profile counter‑example to the industry narrative that “everything must be AI‑generated.” Zelnick’s framing—that generative models are powerful for internal efficiencies but not for making great entertainment—draws an explicit line between AI as tooling and AI as an author. In a flagship franchise where world‑building and atmosphere are the product, that stance is both brand protection and a test case of whether handcrafted experiences can still outcompete cheaper, AI‑assisted content.

For the race to AGI, this doesn’t slow core research, but it does complicate the assumption that all sectors will happily provide data and deployment environments for generative models. If other AAA studios follow Rockstar in limiting AI to non‑creative roles, that reduces one avenue for large‑scale training feedback in narrative and visual domains—but it may also push labs to demonstrate clearly where AI adds value without diluting artistic vision.

The broader signal is cultural: top creative executives are starting to articulate nuanced AI policies instead of defaulting to maximal adoption. That could influence how unions, regulators and rating boards think about disclosure, credit and rights in AI‑touched media. In the meantime, Take‑Two is still running “hundreds” of AI pilots behind the scenes, underscoring that even “no gen‑AI in content” shops are very much AI companies operationally.