AI Tech Gains in Gaming, But 'Human Touch' Remains Crucial, PlayStation CEO Says

PlayStation CEO Hermen Hulst: AI in Gaming – A Revolution, But Not a Replacement

In a recent interview with the BBC, PlayStation co-CEO Hermen Hulst discussed the burgeoning role of artificial intelligence (AI) in the gaming industry. While acknowledging AI's potential to revolutionize game development, Hulst emphasized the irreplaceable value of the "human touch."

A Balancing Act: AI and Human Creativity

Sony, celebrating 30 years in the gaming industry, has witnessed firsthand the transformative power of technological advancements. The rise of AI has sparked concerns among game developers about job displacement, particularly with the automation of previously human-intensive tasks. The recent strike by American voice actors, fueled by concerns over AI replacing human voices in games, highlights this tension. This is particularly relevant in games like Genshin Impact, where the impact of AI on voice acting is already noticeable.

Market research from CIST indicates that a significant portion (62%) of game studios are already utilizing AI to streamline workflows, primarily for prototyping, concepting, asset creation, and world-building. Hulst anticipates a "dual demand" in the future: games utilizing AI-driven innovation alongside those prioritizing handcrafted, meticulously designed content. He stresses the importance of finding the right balance between leveraging AI's efficiency and preserving the uniquely human creative element.

PlayStation's AI Strategy and Beyond Gaming

PlayStation is actively involved in AI research and development, with a dedicated Sony AI department established in 2022. Beyond gaming, Sony aims to expand its PlayStation IPs into other multimedia formats, including film and television. The upcoming Amazon Prime adaptation of 2018's God of War serves as an example of this broader strategy. Hulst envisions elevating PlayStation brands to a prominent position within the wider entertainment industry. This ambitious vision fuels speculation about Sony's potential acquisition of Kadokawa Corporation, a Japanese multimedia giant, although these reports remain unconfirmed.

Lessons Learned from the PlayStation 3

Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden described the PlayStation 3 (PS3) era as an "Icarus moment"—a period of overly ambitious goals that ultimately led to challenges. The team's initial vision for the PS3 was far-reaching, incorporating features beyond core gaming. However, Layden emphasizes that this experience led to a valuable lesson: the core focus of a gaming console should remain on delivering the best possible gaming experience. This refocusing, he suggests, contributed to the success of the PlayStation 4.