AI Enhances Gaming, But Human Touch Essential: PlayStation CEO

As PlayStation celebrates three decades in the gaming industry, co-CEO Hermen Hulst reflects on the transformative power of AI while emphasizing the irreplaceable role of human creativity in gaming. In a conversation with BBC, Hulst acknowledged AI's potential to revolutionize the sector but stressed that it cannot replicate the "human touch" that defines games crafted by people. This sentiment comes as Sony Interactive Entertainment marks 30 years since the launch of PlayStation 1 in 1994, a milestone that highlights the company's journey through technological advancements and industry shifts.

Currently, AI is reshaping game development workflows, with 62% of surveyed studios using it to prototype, create assets, and develop worlds more efficiently. While this technology offers immense benefits, concerns persist about its impact on employment, particularly among voice actors who recently went on strike due to plans to replace them with generative AI. Hulst believes striking the right balance between leveraging AI and maintaining human craftsmanship will be essential moving forward, predicting a dual demand in gaming: one for AI-driven innovation and another for meticulously handcrafted content.

PlayStation has already embraced AI to enhance efficiency, establishing a dedicated AI department in 2022. Beyond gaming, Sony envisions expanding its reach into multimedia, such as adapting games like *God of War* into Amazon Prime shows. This ambition aligns with rumored discussions surrounding Sony's potential acquisition of Kadokawa Corporation, a Japanese multimedia conglomerate.

Looking back, former PlayStation chief Shawn Layden recounted the challenges faced during the development of PlayStation 3 (PS3), describing it as the "Icarus moment." Despite ambitious plans to integrate cutting-edge features, the project became overly complex and costly. Ultimately, the experience taught the team to refocus on the core purpose of gaming, leading to the success of PlayStation 4.