PlayStation CEO: AI Enhances Gaming, But Human Creativity Remains Indispensable

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

In a recent interview with the BBC, PlayStation co-CEO Hermen Hulst discussed the burgeoning role of artificial intelligence (AI) in the gaming industry. While acknowledging AI's potential to revolutionize game development, Hulst emphasized the irreplaceable value of the "human touch."

Celebrating PlayStation's 30th anniversary, Hulst reflected on the industry's evolution and the increasing prominence of AI. He recognizes the concerns of game developers regarding AI's potential impact on jobs, particularly in areas like voice acting, where the use of generative AI is raising ethical questions. The recent voice actor strike, highlighted by concerns within the Genshin Impact community, underscores these anxieties.

A CIST market research survey reveals that a significant portion (62%) of game studios already utilize AI to streamline workflows, focusing on rapid prototyping, concept creation, asset generation, and world-building. Hulst believes the future will see a dual demand: AI-driven innovation alongside handcrafted, human-centric content. This requires a delicate balance, he stressed.

PlayStation itself is actively involved in AI research and development, with a dedicated Sony AI department established in 2022. Beyond gaming, the company is exploring multimedia expansion, adapting its IPs into film and television. The God of War adaptation for Amazon Prime serves as an example of this strategy. Hulst aims to elevate PlayStation IPs beyond gaming, integrating them seamlessly into the broader entertainment landscape. This ambition might be linked to the rumored acquisition of Kadokawa Corporation, a Japanese multimedia giant, though details remain undisclosed.

Reflecting on PlayStation's history, former PlayStation chief Shawn Layden described the PlayStation 3 (PS3) as an "Icarus moment," a period of overly ambitious goals that nearly jeopardized the company. The PS3’s attempt to be more than just a game console proved too costly and complex. Layden learned a crucial lesson: the core focus must remain on creating exceptional gaming experiences. This shift in focus proved pivotal for the success of the PlayStation 4.