AI Usage at a Glance
May 21, 2024
Data AnalysisPractice documented: Take-Two Interactive disclosed the development and use of AI in its products as a material risk factor in its 2024 SEC annual filing, and expanded that disclosure significantly in its 2025 filing.
Practice DocumentedView practice →Sep 1, 2024
OtherPractice documented: 2K, a publishing label of Take-Two Interactive, deployed ProPLAY — a proprietary technology that uses machine learning to translate real NBA broadcast footage into realistic in-game player animations — in NBA 2K24 (2023) and expanded it in NBA 2K25 (2024) and NBA 2K26 (2025).
Practice DocumentedView practice →Jul 31, 2025
OtherNew evidence: NBA 2K26 Debuts New Gen 9 Gameplay Improvements Including an All-New Dynamic Motion Engine Powered by ProPLAY
Evidence AddedView practice →Nov 13, 2025
Creative GenPractice documented: Take-Two deployed AI to create levels within mobile games, with CEO Strauss Zelnick confirming in a 2025 interview that some mobile game levels had been 'created largely by AI.'
Practice DocumentedView practice →Nov 13, 2025
Data AnalysisNew evidence: The new AI warnings popping up in SEC filings
Evidence AddedView practice →Feb 3, 2026
ProductivityPractice documented: Take-Two Interactive deployed generative AI tools across hundreds of internal pilots and implementations company-wide, including within its game studios, to reduce costs and automate mundane development tasks. CEO Strauss Zelnick confirmed this publicly in a February 2026 investor earnings call.
Practice DocumentedView practice →2K, a publishing label of Take-Two Interactive, deployed ProPLAY — a proprietary technology that uses machine learning to translate real NBA broadcast footage into realistic in-game player animations — in NBA 2K24 (2023) and expanded it in NBA 2K25 (2024) and NBA 2K26 (2025).
ProPLAY was introduced in NBA 2K24 for next-generation consoles (PS5, Xbox Series X|S), replacing the prior system of manually directed motion-capture sessions. According to 2K's official newsroom and developer interviews, the system ingests real NBA game footage and converts it into thousands of in-game animations covering dribbling, shooting, defense, and off-ball movement. In NBA 2K26, 2K explicitly stated that a 'new machine-learning technology' powers an 'all-new Dynamic Motion Engine' that provides 'more precise, lifelike movement.' The VP of NBA Development at Visual Concepts (a 2K studio) confirmed that 'ProPLAY allows us to increase the library of animations we're able to ingest at a much faster rate.'
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Take-Two Interactive deployed generative AI tools across hundreds of internal pilots and implementations company-wide, including within its game studios, to reduce costs and automate mundane development tasks. CEO Strauss Zelnick confirmed this publicly in a February 2026 investor earnings call.
During Take-Two's Q3 fiscal year 2026 earnings call (February 3, 2026), CEO Strauss Zelnick stated the company had 'hundreds of pilots and implementations across our company, including with our studios,' and was 'seeing opportunities to drive efficiencies, reduce costs.' He described the goal as making 'mundane tasks easier and less relevant, which frees up our creators to do the more interesting tasks.' The specific technologies and studios involved were not publicly detailed. In April 2026, Take-Two's centralized AI team — which had been building tools to support these efforts — was disbanded, though the CEO's prior statements indicated generative AI remained a strategic priority.
Take-Two Interactive disclosed the development and use of AI in its products as a material risk factor in its 2024 SEC annual filing, and expanded that disclosure significantly in its 2025 filing.
Take-Two's 2024 Annual Report (10-K, filed May 2024) listed 'The development and use of artificial intelligence into our products may present operational and reputational risks' as an explicit risk factor. According to analysis of SEC filings, Take-Two expanded its AI risk disclosure language by more than double the word count between its 2024 and 2025 filings. This reflects growing corporate awareness of AI-related legal, operational, and reputational exposure, and is a regulatory disclosure rather than a description of a specific AI deployment.
