Take-Two Interactive CEO Strauss Zelnick spoke about artificial intelligence, calling it a "great thing," but adding that it's just a "focus for the public." According to him, AI is useful, but not capable of creating hits out of nothing.
Zelnick spoke at the Paley International Media Summit in Silicon Valley and noted that AI should be seen as a tool, not a magic wand. He compared it not to an artist's brush, but rather to an easel or a chair on which he sits.
"Artificial intelligence is a combination of large data sets with many calculations within the framework of a natural LLM model - a large language model. And what is a data set, by definition? A look into the past. What is creativity, by definition? A look into the future. And to the extent that AI seems future-oriented, what is it? A predictive model"
He stressed that even generative systems, like Microsoft MUSE, will not be able to create masterpieces on their own. "AI is a great thing. It is important for any industry. Will it create hits? No. It's just a data set with a bunch of calculations and a language model attached."
According to him, these are just digital tools that the industry has been using for a long time, and their creative potential should not be overestimated.
