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 business, a journey marked by technological advancements and industry shifts.

A Dual Demand for AI and Human Creativity

Hulst's interview with the BBC highlighted a growing concern within the gaming community: the impact of AI on human jobs. While AI streamlines mundane tasks, fears exist that its capabilities could extend to creative processes, potentially displacing human developers and artists. The recent strike by American voice actors, partly fueled by the use of generative AI in games like Genshin Impact, underscores this concern.

Market research from CIST reveals that a significant portion (62%) of game development studios already utilize AI for prototyping, concepting, asset creation, and world-building. Hulst believes the industry will see a "dual demand"—a need for both AI-driven innovation and handcrafted, human-driven content. Finding the right balance is key.

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 aims to expand its intellectual property into 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 a desire to establish PlayStation IPs firmly within the broader entertainment landscape. This ambition might be linked to rumored acquisition talks with Kadokawa Corporation, a Japanese multimedia giant.

Lessons Learned from the PlayStation 3: A Return to Fundamentals

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. The PS3 aimed to be more than a game console, incorporating features like Linux and multimedia capabilities. However, this proved too costly and complex. The experience led to a refocusing on core gaming principles for the PlayStation 4, prioritizing the creation of the "best game machine of all time."

This retrospective highlights the importance of balancing innovation with a focus on the core strengths of the platform, a lesson that likely informs PlayStation's current approach to AI and future development.