PlayStation CEO Believes in AI Benefits for Gaming But Claims \"Human Touch\" is Always Necessary

PlayStation Co-CEO Hermen Hulst: AI in Gaming – A Powerful Tool, Not a Replacement

Hermen Hulst, co-CEO of PlayStation, recently shared his perspective on the role of artificial intelligence (AI) in the gaming industry. While acknowledging AI's potential to revolutionize game development, he emphasizes the irreplaceable value of the "human touch." This statement comes as PlayStation celebrates 30 years in the gaming industry, a journey marked by technological advancements and evolving creative processes.

The Dual Demand in Gaming: AI and Human Creativity

Hulst's comments, made during an interview with the BBC, highlight a growing tension within the industry. While AI offers efficiency gains in automating mundane tasks, concerns remain about its potential impact on creative roles. The recent strike by American voice actors, fueled by the use of generative AI to replace human voices, underscores these concerns. This issue is particularly relevant to games like Genshin Impact, where recent updates have noticeably lacked English dubbing.

A CIST market research survey reveals that 62% of game development studios already utilize AI to streamline workflows, primarily for prototyping, concepting, asset creation, and world-building. Hulst believes the future will see a "dual demand," with a market for both AI-driven innovation and handcrafted, human-centric content.

PlayStation's AI Strategy: Efficiency and Beyond

PlayStation itself is actively involved in AI research and development, with a dedicated Sony AI department established in 2022. This commitment to AI is not limited to game development; PlayStation is exploring multimedia expansion, adapting its game IPs into films and TV series, as exemplified by the upcoming Amazon Prime adaptation of 2018's God of War. Hulst aims to elevate PlayStation's presence within the broader entertainment industry. This ambition may be linked to rumored acquisition talks with Kadokawa Corporation, a Japanese multimedia giant.

Lessons Learned from the PlayStation 3: Back to Basics

Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden described the PlayStation 3 (PS3) as an "Icarus moment"—a period of overly ambitious goals that nearly led to the company's downfall. The team's initial vision for the PS3 was far too expansive and costly. This experience, Layden explains, taught them to prioritize core gaming functionality above multimedia features, a lesson that significantly influenced the development of the PlayStation 4.