PlayStation co-CEO Hermen Hulst shares his perspective on the role of AI in gaming, emphasizing its potential to revolutionize the industry while asserting the irreplaceable value of human creativity. Dive into his insights and learn about PlayStation’s future endeavors as it marks 30 years in the gaming world.
AI Will Never Replace Humans, Says Hulst
A Dual Demand in Gaming
Sony Interactive Entertainment co-CEO Hermen Hulst recognizes the transformative power of AI in gaming, yet he firmly believes that it cannot replicate the "human touch" inherent in games crafted by people. In an interview with the BBC, Hulst expressed this view, highlighting the balance between technological advancement and human creativity.
Sony, a veteran in the gaming industry since the launch of PlayStation 1 in 1994, has witnessed the evolution of gaming technology firsthand. Currently, artificial intelligence (AI) stands out as a notable advancement. While AI can automate routine tasks in game development, there's growing concern among developers that it might encroach on creative roles, potentially displacing human jobs. This issue has gained prominence, particularly with the recent strike by American voice actors over the use of generative AI, which has impacted games like Genshin Impact by reducing English-dubbed content.
A survey by market research firm CIST reveals that 62% of game development studios are already integrating AI into their workflows, primarily for prototyping, concepting, asset creation, and worldbuilding. Hulst underscores the importance of finding the right balance, 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 is actively exploring AI to enhance development efficiency, with a dedicated Sony AI department established in 2022. Beyond gaming, Sony is venturing into multimedia, with plans to adapt its games into films and TV series, such as the upcoming Amazon Prime adaptation of God of War. Hulst aims to elevate PlayStation's intellectual property beyond gaming, integrating it into the broader entertainment industry. This vision aligns with rumors of Sony's potential acquisition of Kadokawa Corporation, a move that could expand Sony's reach across various media platforms, though details remain undisclosed.
PlayStation 3 Was Aiming Way Too High
Reflecting on PlayStation's 30th anniversary, former PlayStation chief Shawn Layden shared insights into the company's journey, particularly focusing on the ambitious yet challenging era of the PlayStation 3 (PS3). Layden, who played a significant role in PlayStation's evolution, described the PS3 as the "Icarus moment" for the team, suggesting that their aspirations soared too high. "We flew too close to the sun, and we were lucky and happy to have survived," he remarked.
The PS3 was envisioned as a supercomputer with plans to incorporate Linux and various multimedia functionalities. However, this ambition stretched the team's capabilities and budget, leading to a pivotal realization. "PS3 got us back to first principles, and that's what you need sometimes when you're riding too high on your own supply," Layden explained. The lesson learned was clear: the core focus should be on creating the best gaming experience, rather than expanding into other multimedia realms. This refocus was evident with the PlayStation 4, which prioritized gaming excellence over broader multimedia ambitions, setting it apart from competitors like Xbox, which aimed for a more comprehensive entertainment experience.
