Sony's AI Boosts Gaming, Human Element Stays Vital

PlayStation co-CEO Hermen Hulst shares his perspective on AI in gaming, acknowledging its revolutionary potential while emphasizing it will never replace human creativity. Discover his insights and PlayStation's future direction as the company marks its 30th anniversary.

Hulst: AI Cannot Replace Human Creativity

A Dual Gaming Market Emerging

In a recent BBC interview, Sony Interactive Entertainment co-CEO Hermen Hulst recognized AI's capacity to "revolutionize gaming" while maintaining that it can never replicate the "human touch" inherent in games created by people.

Sony's PlayStation division has witnessed three decades of industry evolution since the original PlayStation launched in 1994. Throughout gaming's technological advancements, the company has experienced both triumphs and challenges. Artificial intelligence represents the latest disruptive technology gaining prominence across the industry.

Game developers have expressed concern about AI's potential impact on employment. While AI can automate routine development tasks, its expanding capabilities might eventually encroach upon creative processes traditionally handled by humans. This concern has already manifested in the voice acting community, where American performers have gone on strike against game studios planning to use generative AI for voice replication. The controversy gained particular attention within the Genshin Impact community, where recent updates have featured noticeably reduced English voice acting.

According to market research firm CIST, approximately two-thirds of game development studios now incorporate AI into their workflows. Their survey revealed that "62% of studios use AI primarily for rapid prototyping, concept development, asset creation, and worldbuilding."

"Finding the right balance between leveraging AI and preserving human creativity is essential," Hulst commented. "I anticipate a dual demand emerging in gaming: one segment for AI-driven innovative experiences, and another for carefully crafted, human-made content."

PlayStation has already initiated AI research and development efforts to enhance production efficiency, establishing a dedicated Sony AI division in 2022. Beyond gaming, the company is expanding into multimedia adaptations, transforming popular game franchises into films and television series. Hulst cited 2018's God of War, currently in development as an Amazon Prime series, as an early example. "I aim to elevate PlayStation IP beyond gaming, establishing its presence within the broader entertainment industry."

This expansion strategy may explain Sony's rumored interest in acquiring Japanese multimedia conglomerate Kadokawa Corporation, known for its diverse portfolio spanning publishing and anime properties. However, specific details remain confidential.

PlayStation 3: Reaching Too High

During PlayStation's 30th anniversary celebrations, former PlayStation chief Shawn Layden reflected on his tenure with the company, recalling pivotal moments from the brand's early development. As chairman of PlayStation Worldwide Studios, Layden played a crucial role in shaping the gaming division's direction.

He characterized the PlayStation 3 era as the company's "Icarus moment," noting "We flew too close to the sun and felt fortunate to survive." With console competition intensifying annually, manufacturers needed distinctive features to stand out—a challenge the PS3 team approached with exceptional ambition. "We progressed from PS1 to PS2, then attempted to build a supercomputer capable of running Linux and performing numerous advanced functions." The project's scope ultimately proved overwhelming, earning its mythological comparison.

"PS3 forced us to return to fundamental principles," Layden explained. "Sometimes when you're riding too high, you need that reality check. We stumbled, learned our lesson, and realized we couldn't continue operating that way. The PS3 experience served as a wake-up call to refocus on our core mission." The team had envisioned the PS3 as an extraordinary multimedia device, though manufacturing such an advanced console at an accessible price point proved challenging at the time. "We rediscovered that gaming must remain the central focus. While streaming movies and music seemed appealing, what truly matters is creating an exceptional gaming machine. That refocused approach made the crucial difference with PS4, positioning us in contrast to Xbox's multimedia entertainment strategy. We committed to building an outstanding game machine above all else."