GTA publisher wary of gamers’ negative perception of generative AI

Major video game publishers, including GTA 6 publisher Take-Two, are publicly acknowledging that players aren’t buying into the generative AI hype.

Jason Schreier’s latest column for Bloomberg highlights that financial reporting from both Take-Two and EA, two of the industry’s biggest companies, discloses risks surrounding the use of generative AI. Take-Two’s disclosure referenced “negative user perceptions as to automation and AI”, while EA’s filing mentioned that the emerging tech presents “social and ethical issues”.

Although tech companies, like Google, have gone all-in on generative AI, video game companies have faced greater pushback from customers. After GTA 6 developer Rockstar delayed the game until 2026, Take-Two likely wants to avoid further rocking the boat.

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