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, reflecting on its journey and future plans.

A Dual Demand for AI and Human Creativity

In an interview with the BBC, Hulst stated that AI can significantly impact game development, but it will never fully replace the creative input of human developers. He anticipates a dual demand in the gaming market: one for innovative, AI-driven experiences and another for meticulously handcrafted games.

This duality reflects the ongoing debate within the industry. Many developers are concerned about AI's potential to automate tasks traditionally performed by humans, potentially leading to job displacement. The recent strike by American voice actors, fueled partly by concerns over AI replacing their roles in games like Genshin Impact, highlights this tension.

AI's Current Role in Game Development

A CIST market research survey reveals that approximately two-thirds of game development studios already utilize AI to enhance efficiency. These studios primarily employ AI for rapid prototyping, concept design, asset creation, and world-building. Hulst underscores the importance of finding the right balance between leveraging AI's capabilities and preserving the human element in game creation.

PlayStation's AI Initiatives and Future Plans

PlayStation has actively engaged in AI research and development since establishing a dedicated Sony AI department in 2022. Beyond gaming, the company is exploring multimedia expansion, adapting its successful game IPs into films and television series, citing the God of War adaptation as an example. This broader entertainment strategy might explain rumors of a potential acquisition of 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," where ambitious goals almost led to the company's downfall. The PS3 aimed for too much, straying from its core focus on gaming. This experience taught valuable lessons, leading to a renewed emphasis on creating the "best game machine of all time" with the PlayStation 4.