The CEO behind ‘Grand Theft Auto’ says AI ‘won’t make creating hits any easier’

Thirteen years since the last release of Grand Theft Auto, Strauss Zelnick is banking on the franchise to win back longtime fans while capturing an entirely new generation of players.

During Business Insider’s The Long Play, Zelnick, the Chairman and CEO of Take-Two Interactive, shared the secrets to keeping a decades-old franchise culturally and commercially dominant.

Sarah E. Needleman, Business Insider’s senior leadership and workplace correspondent, interviewed Zelnick about his career in entertainment, his routine for aging well, and his thoughts on AI as a growth strategy.