“No AI model can be creative”
Asked by CNBC about the hottest topic in the industry at the moment, Strauss Zelnick, big boss of Take-Two, believes that the use of AI in development is still very limited today. According to him, there are two reasons for this. The first concerns intellectual property rights. Since AI feeds on things that already exist, it draws on existing licenses, which raises copyright issues. And Take-Two wants to avoid this, while hoping to prevent its own licenses from being used in this way:
“ We must protect our intellectual property, but above all, we must respect that of others. If you create intellectual property using AI, it is not protectable. »
And even without that, for Zelnick, an AI cannot create something with the marketing muscle required for a GTA :
“ Let’s imagine that there are no constraints [de propriété intellectuelle] on AI. Could we tomorrow, with a simple click, create an equivalent of the marketing plan for “Grand Theft Auto”? The answer is no. Firstly, it is not yet possible, and secondly, I am of the opinion that the result would not be very convincing. We would get something very banal. »
However, he is not completely opposed to AI in certain areas, notably in data processing, but when it comes to the creative aspect, the tool will never be able to reach the necessary level:
“ The creativity of the team [sur GTA 6] is extraordinary, and what Rockstar Games strives to do, and has succeeded time and time again so far, is create something that borders on perfection. By definition, no AI model can be creative because it is data-driven. »
A speech that contrasts somewhat with that of other CEOs at the moment, who are rushing headlong into the use of AI, even in creative centers.