PlayStation co-CEO Hermen Hulst shares his perspective on the role of artificial intelligence (AI) in the gaming industry, emphasizing its potential to revolutionize gaming while asserting that the "human touch" remains irreplaceable. Dive into his insights and learn about PlayStation's future endeavors as it marks 30 years in the industry.
AI Will Never Replace Humans, Says Hulst
Sony Interactive Entertainment co-CEO Hermen Hulst acknowledges the transformative power of AI in gaming but stresses that it cannot replicate the human essence that defines exceptional games. In a recent interview with the BBC, Hulst highlighted the enduring importance of human creativity in game development.
Sony's journey in gaming began with the launch of the PlayStation 1 in 1994, marking three decades of innovation and adaptation to technological advancements. Today, AI stands out as a significant technological trend, with its applications increasingly integrated into game development processes.
Concerns among game developers about AI's impact on their roles are valid. While AI can automate routine tasks, enhancing efficiency, there's a fear it might encroach on the creative aspects of game development, potentially displacing human jobs. This issue has come to the forefront with American voice actors striking against the use of generative AI to replace their roles, a move that has particularly resonated within the Genshin Impact community due to recent updates lacking English-dubbed lines.
A survey conducted by market research firm CIST reveals that 62% of game development studios are already harnessing AI to streamline their workflows, primarily for rapid prototyping, concepting, asset creation, and worldbuilding.
Hulst emphasizes the need for a balanced approach, 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 has already embraced AI, with Sony establishing a dedicated AI department in 2022 to enhance development efficiency. Beyond gaming, Sony is exploring multimedia expansions, such as adapting its games into films and TV series. Hulst cites the ongoing development of the Amazon Prime series based on 2018's God of War as a step towards elevating PlayStation's intellectual property within the broader entertainment industry.
This vision for expansion is rumored to drive Sony's interest in acquiring Kadokawa Corporation, a Japanese multimedia giant with a broad reach in publishing and anime IPs, though details remain undisclosed.
PlayStation 3 Was Aiming Way Too High
Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden shared insights from his tenure, notably describing the PlayStation 3 (PS3) as an "Icarus moment" for the team. Layden, who played a pivotal role in the gaming division and eventually became chairman of PlayStation Worldwide Studios, recalled the ambitious plans for the PS3, likening them to flying too close to the sun.
The team envisioned the PS3 as a supercomputer capable of running Linux and offering a multitude of features beyond gaming. However, this ambition led to challenges that necessitated a return to core principles. Layden noted, "PS3 got us back to first principles, and that's what you need sometimes when you're riding too high on your own supply. You take a little tumble, you hit your head on the wall, and you realize, 'I can't continue to operate this way'."
The lesson learned was to focus on gaming as the central function of the console. Layden emphasized, "We also learned that the center of the machine has to be 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." This focus on gaming as the core experience set the stage for the success of the PlayStation 4, positioning it as a direct competitor to Xbox's broader multimedia ambitions.
