AI Enhances Gaming, Yet Human Touch Essential: PlayStation CEO

PlayStation co-CEO Hermen Hulst shares his perspective on the role of AI in gaming, emphasizing its potential to revolutionize the industry while asserting the irreplaceable value of the human touch. Explore his insights and PlayStation's future ambitions as the company marks its 30th anniversary.

AI Will Never Replace Humans, Says Hulst

A Dual Demand in Gaming

Sony Interactive Entertainment co-CEO Hermen Hulst acknowledges the transformative power of AI in gaming. In an interview with the BBC, he stated that AI has the potential to "revolutionize gaming," yet it cannot replicate the unique "human touch" that characterizes games crafted by people.

Sony, with PlayStation, has been a stalwart in the gaming industry for three decades, celebrating its journey from the launch of the original PlayStation in 1994. Throughout this period, the company has witnessed the evolution of gaming technology, with AI emerging as a significant advancement in recent years.

Game developers have expressed concerns about AI's impact on their profession. While AI can automate routine tasks, enhancing efficiency, there's a fear it might encroach on the creative aspects of game development, potentially displacing human jobs. This concern has been highlighted by the recent strike of American voice actors, particularly within the Genshin Impact community, where the use of generative AI to replace voice talent has been a point of contention.

A survey conducted by market research firm CIST reveals that 62% of game development studios are already integrating AI into their workflows, primarily for rapid prototyping, concepting, asset creation, and worldbuilding.

Hulst emphasizes the importance of balance, stating, "Striking the right balance between leveraging AI and preserving the human touch will be crucial. I suspect there will be a dual demand in gaming: one for AI-driven innovative experiences and another for handcrafted, thoughtful content."

PlayStation is actively exploring AI's potential, with its Sony AI department established in 2022 dedicated to research and development. Beyond gaming, the company is venturing into multimedia, with plans to adapt its games into films and TV series. Hulst cites the ongoing development of the God of War series for Amazon Prime as an example of this expansion. "I am hoping to raise the PlayStation IP outside of just the gaming category and elevate it so it sits comfortably within the larger entertainment industry."

This vision may drive Sony's interest in acquiring the Japanese multimedia giant Kadokawa Corporation, although details remain confidential.

PlayStation 3 Aimed Too High

Reflecting on the 30th anniversary of PlayStation, former PlayStation chief Shawn Layden reminisced about the company's journey. Layden, who played a key role in the gaming division and eventually became chairman of PlayStation Worldwide Studios, highlighted the PlayStation 3 (PS3) as an "Icarus moment."

The ambition for the PS3 was sky-high, with the team envisioning it as a "supercomputer" capable of running Linux and offering a range of multimedia functionalities. However, this ambition led to the PS3 being dubbed the "Icarus moment" for flying too close to the sun. Layden noted, "We flew too close to the sun, and we were lucky and happy to have survived."

The PS3 experience brought the team back to basics, emphasizing that "the center of the machine has to be gaming." This lesson was pivotal for the development of the PS4, which focused on being the best gaming machine, contrasting with Xbox's broader multimedia ambitions. Layden concluded, "Just make it a game machine. Just make it the best game machine of all time. I think that's what really made the difference."