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 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, having witnessed significant technological advancements.

A Dual Demand for Games

Hulst, in an interview with the BBC, stated that AI, while transformative, can't replicate the creativity and artistry inherent in human-made games. This sentiment reflects concerns within the gaming community about AI's potential impact on jobs. The recent strike by American voice actors, partly fueled by concerns about AI replacing human voices in games, highlights this tension. This has been particularly noticeable in games like Genshin Impact, where recent updates have seen a reduction in English voice acting.

AI's Current Role in Game Development

A CIST survey reveals that a significant portion (62%) of game development studios already utilize AI to improve efficiency, primarily for prototyping, concept art, asset creation, and world-building. Hulst anticipates a "dual demand" in the future: games utilizing AI-driven innovation alongside those created through traditional, human-centric methods. He stressed the importance of maintaining this balance.

PlayStation's AI Initiatives and Future Plans

PlayStation is actively involved in AI research and development, with a dedicated Sony AI department established in 2022. Beyond gaming, PlayStation aims to expand its intellectual property into other entertainment mediums, such as film and television. The upcoming Amazon Prime series based on the 2018 God of War game serves as an example of this strategy. Hulst expressed his ambition to elevate PlayStation IPs beyond gaming, establishing them within the broader entertainment industry. This vision may be connected to 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 overly ambitious goals that nearly led to the company's downfall. The team's initial vision for the PS3 was significantly more ambitious than what was ultimately feasible. Layden emphasized the importance of returning to core principles, focusing on creating the best possible gaming experience rather than diversifying into excessive multimedia features. This lesson shaped the development of the PlayStation 4, which prioritized its core gaming functionality.