Creative Generation

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.'

Details

In a 2025 interview reported by Business Insider, Zelnick said: 'we've had levels within mobile games that were created largely by AI. That's new, and that wasn't the case a couple of years ago.' This is the most specific publicly confirmed example of generative AI content production at Take-Two. The specific game titles and the AI tools used were not named. Given Take-Two's mobile portfolio is primarily operated through its Zynga subsidiary, these mobile games are likely Zynga titles, but this was not confirmed in the source.

Products affected

Unspecified mobile games (likely Zynga titles)

Sources & Evidence

News Article

The new AI warnings popping up in SEC filings

AOL / Business Insider·Nov 2025

https://www.aol.com/articles/ai-warnings-popping-sec-filings-105801944.html

Other practices by Take-Two Interactive

Other2K, 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).ProductivityTake-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.Data AnalysisTake-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.

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