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 emphasized the irreplaceable value of the "human touch" in creating compelling gaming experiences. This comes as PlayStation celebrates 30 years in the gaming industry, a journey marked by technological advancements and evolving industry dynamics.

A Dual Demand for Games

In an interview with the BBC, Hulst predicted a two-pronged future for gaming. He anticipates a growing demand for both AI-driven innovative experiences and handcrafted, thoughtfully designed games. This reflects a broader industry concern about AI's impact on the creative process and the potential displacement of human developers and artists. The recent strike by American voice actors, partly fueled by concerns about AI replacing their roles in games like Genshin Impact, highlights these anxieties.

AI's Current Role in Game Development

Market research from CIST indicates that a significant portion of game studios (62%) already utilize AI to streamline workflows, primarily for prototyping, concept art, asset creation, and world-building. Hulst stressed the importance of finding the right balance between leveraging AI's efficiency and preserving the creative input of human developers.

PlayStation's AI Strategy and Future Plans

PlayStation has actively invested in AI research and development since establishing a dedicated Sony AI department in 2022. Beyond gaming, the company aims to expand its intellectual property into other multimedia formats, such as film and television. The upcoming Amazon Prime adaptation of the 2018 God of War game serves as an example of this strategy. Hulst expressed his ambition to elevate PlayStation IPs beyond gaming, integrating them into the broader entertainment landscape. This ambition may be linked to rumored acquisition talks with Kadokawa Corporation, a major Japanese multimedia conglomerate.

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 overwhelmed the team. The experience led to a refocusing on core principles, emphasizing the importance of prioritizing gaming as the central function of the console, rather than overextending into diverse multimedia features. This lesson informed the development of the PlayStation 4, which prioritized delivering a superior gaming experience.