Rockstar’s Parent Company is Using AI to Create Game Ads, But GTA 6 Stays “Human-Made”

Since last year, AI has been a major talking point across the gaming industry. In fact, the Clair Obscur: Expedition 33 director had to respond publicly after AI claims cost it The Game Awards. That’s not all; eagle-eyed fans have spotted traces of AI in some big games like Battlefield 6. Well, if you are someone who is against AI, GTA parent company Take-Two’s recent admission of using AI, albeit to create game ads, might be enough to make you a little frustrated.

Take-Two says it is using AI to create game ads

As reported by TheGamer, the comments regarding the use of AI to create game ads came during Take-Two’s latest earnings call, where CEO Strauss Zelnick spoke openly about how AI is quietly becoming part of the company’s workflow. Thankfully, it’s not about generating games. Rather, the focus right now appears to be on marketing content and production efficiency.

According to Zelnick, one of Take-Two’s mobile studios recently used AI tools to produce short live-action advertisements for its games. The scripts were still written internally by employees, but the actual production process reportedly relied heavily on AI software.

Speaking about the benefits, Zelnick noted, “The entire cost of making the spot was zero. Previously, we hired third-party companies to actually create those with human beings, and those spots could cost $25,000, $50,000, $100,000.”

Zelnick further added that this move wasn’t linked to layoffs or headcount reductions. He described AI as a tool for making teams faster and more efficient rather than replacing them outright. “What AI has allowed them to do is be more efficient, make great stuff, and do it cheaper. This is all a benefit to our company,” Zelnick noted.

As for Rockstar Games, the company reportedly maintains that AI-generated content will not appear inside GTA 6 itself. As someone who is eagerly waiting for GTA 6, I am quite relieved.