PlayStation Co-CEO Hermen Hulst on AI in Gaming: A Necessary "Human Touch"

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 industry dynamics.

A Dual Demand for Gaming Experiences

In an interview with the BBC, Hulst predicted a two-pronged future for gaming. He anticipates a growing demand for both AI-driven innovative experiences and meticulously handcrafted, emotionally resonant content created by human developers. This sentiment reflects concerns within the industry about AI's potential to displace human creators, particularly evident in the recent voice actor strike fueled by the increasing use of generative AI in game development.

AI's Current Role in Game Development

Market research firm CIST's survey reveals that approximately two-thirds of game development studios already utilize AI to streamline workflows, primarily for rapid prototyping, concept generation, asset creation, and world-building. Hulst stresses the importance of finding the right balance between leveraging AI's efficiency and preserving the unique creative contributions of human developers.

PlayStation's AI Initiatives and Future Multimedia Expansion

PlayStation has proactively invested in AI research and development, establishing a dedicated Sony AI department in 2022. Beyond gaming, the company aims to expand its intellectual property into other multimedia formats, including film and television. The upcoming Amazon Prime adaptation of the 2018 God of War game serves as an example of this strategy. Hulst expressed his ambition to elevate PlayStation's IP beyond gaming, establishing it firmly within the broader entertainment landscape. This vision is further fueled by persistent rumors of a potential acquisition of Kadokawa Corporation, a Japanese multimedia giant.

Lessons Learned from the PlayStation 3

Former PlayStation chief Shawn Layden reflected on the PlayStation 3's development, describing it as an "Icarus moment"—a period of ambitious overreach. The team's initial vision for the PS3, encompassing ambitious features beyond core gaming, proved too costly and complex. This experience led to a refocusing on the core gaming experience for the PlayStation 4, resulting in a more successful console. Layden's insights highlight the importance of prioritizing core strengths and maintaining a clear focus on the primary function of a gaming console.