PlayStation Co-CEO Hermen Hulst on AI in Gaming: Revolutionizing, Not Replacing

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 transformative potential, he emphasized the irreplaceable value of the "human touch" in game development. This statement comes as PlayStation celebrates 30 years in the gaming business, a journey marked by technological advancements and industry shifts.

A Balancing Act: AI and Human Creativity

Hulst, in an interview with the BBC, stated that AI can "revolutionize gaming," but it will never fully replicate the creative input of human developers. This sentiment reflects concerns within the gaming community regarding AI's potential impact on jobs. The recent strike by American voice actors, fueled by concerns about AI replacing human voices in games, highlights these anxieties. The Genshin Impact community, notably affected by a reduction in English voice lines in recent updates, exemplifies this concern.

Market research from CIST indicates that a significant portion of game development studios (62%) already utilize AI to streamline workflows, primarily for prototyping, concept creation, asset generation, and world-building. Hulst anticipates a "dual demand" in the future: a market for AI-driven innovation and another for meticulously crafted, human-driven content.

PlayStation's AI Strategy and Future Multimedia Expansion

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 game IPs into films and TV series, citing the upcoming Amazon Prime adaptation of 2018's God of War as an example. 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

Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden described the PlayStation 3 (PS3) era as an "Icarus moment," a period of overly ambitious goals that nearly overwhelmed the team. Layden highlighted the importance of returning to core principles: focusing on creating the best gaming experience possible, rather than diversifying into excessive multimedia features. This refocusing ultimately paved the way for the success of the PlayStation 4.