PlayStation CEO: AI Enhances Gaming, Yet Human Touch Essential

PlayStation co-CEO Hermen Hulst shares his insights on the role of AI in gaming, emphasizing its potential to revolutionize the industry while underscoring the irreplaceable value of the "human touch" in game development. As PlayStation marks its 30th anniversary, Hulst also discusses the company's future plans and reflections on past challenges.

AI Will Never Replace Humans, Says Hulst

A Dual Demand in Gaming

Sony Interactive Entertainment co-CEO Hermen Hulst recognizes the transformative power of AI in gaming. In a recent interview with the BBC, he stated that AI can "revolutionize gaming," yet he firmly believes it cannot replicate the "human touch" that is essential in crafting games. With a legacy spanning three decades since the launch of the PlayStation 1 in 1994, Sony has witnessed the industry's evolution firsthand, including the rise of AI as a significant technological advancement.

The gaming industry faces concerns about AI's impact on jobs. While AI can automate routine tasks, enhancing efficiency, there's apprehension about its encroachment into the creative aspects of game development, potentially displacing human roles. This issue gained attention recently when American voice actors went on strike against the use of generative AI in games like Genshin Impact, which saw a noticeable reduction in English-dubbed lines.

According to a survey by market research firm CIST, "62% of the studios we surveyed said they used AI in their workflows, mainly to prototype quickly and for concepting, asset creation, and worldbuilding." Hulst emphasized 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 already integrating AI into its development processes, with a dedicated Sony AI department established in 2022 to focus on research and development. Beyond gaming, Sony is exploring multimedia expansions, such as turning its games into films and TV series. Hulst cited the upcoming Amazon Prime show based on the 2018 game "God of War" as a step in this direction. He expressed his ambition to elevate PlayStation's intellectual property beyond gaming, aiming to establish a strong presence in the broader entertainment industry. This vision might be driving Sony's rumored interest in acquiring Kadokawa Corporation, though details remain undisclosed.

PlayStation 3: Aiming Too High

Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden shared insights from his time at the company. He described the PlayStation 3 (PS3) as the team's "Icarus moment," where ambitious plans to turn the console into a supercomputer with Linux and various multimedia functions proved overly ambitious. "We flew too close to the sun, and we were lucky and happy to have survived," Layden remarked.

The PS3 experience taught the team to return to "first principles" and focus on what truly matters: gaming. "It's not about whether I can stream movies or play music. Can I order a pizza while I'm watching TV and play? No, just make it a game machine. Just make it the best game machine of all time," Layden explained. This refocus on gaming as the core function led to the success of the PS4, which positioned itself against the more multimedia-focused Xbox, aiming to be the ultimate gaming console.