‘If Hits Are Unexpected, Datasets Aren’t Gonna Get You There’ — Take-Two Interactive and Sony Bosses Say That AI Cannot Replace Human Creativity
Strauss Zelnick and Hiroki Totoki said that AI would not replace human creativity in the entertainment business, but they both still see it as a tool useful to the production pipeline.
During a session at the Paley International Summit in New York City, Take-Two Interactive CEO Strauss Zelnick and Sony Group Corporation president Hiroki Totoki stated that AI cannot replace human creativity in the entertainment industry. Totoki emphasized the importance of creativity, stating, "Creativity is for humans, not AI." Zelnick added, "One of our division heads has said to his team, 'You're not gonna be replaced by AI, but if you're not careful you'll be replaced by someone who knows how to use AI.'"
Both executives acknowledged the potential of AI as a valuable tool in the entertainment field, but emphasized the importance of keeping the rights and interests of artists, creators, and rights holders in mind. Zelnick explained that AI is essentially a combination of datasets, compute, and large language models. He highlighted that datasets, by definition, are backward looking, while creativity, at its best, is forward looking.
Zelnick shared a story about the unexpected success of "Grand Theft Auto" and "Home Alone," illustrating how unpredictable hits can arise, even in the face of extensive data sets. He concluded, "If hits are unexpected, datasets aren't gonna get you there, no matter how fluent they are." AI's role in the production pipeline for games, movies, and television is a topic of debate, with some expressing concern about its potential impact on human creativity.
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