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 element. In an interview with the BBC, Hulst stated that AI will never fully replace the "human touch" crucial to creating compelling games.

A Dual Demand for Gaming Experiences

Hulst's comments come as the gaming industry grapples with the implications of AI. While AI offers the potential to automate mundane tasks and increase efficiency, concerns remain about its impact on creative processes and job displacement. The recent strike by American voice actors, partly fueled by the use of generative AI in games, highlights these anxieties. A CIST survey reveals that 62% of game studios already utilize AI for tasks like rapid prototyping, concept creation, asset generation, and world-building.

Hulst anticipates a "dual demand" in the future: a market for both AI-driven innovative experiences and meticulously handcrafted games. He believes striking a balance between leveraging AI's capabilities and preserving the human creative touch will be paramount.

PlayStation's AI Strategy and Future Plans

PlayStation, celebrating 30 years in the gaming industry, is actively involved in AI research and development. Established in 2022, Sony's AI department is focused on improving development efficiency. Beyond gaming, PlayStation is exploring multimedia expansion, adapting its successful game IPs into films and TV series, citing the God of War adaptation as an example. Hulst aims to elevate PlayStation IPs beyond gaming, integrating them seamlessly into the broader entertainment landscape. This ambition fuels speculation about Sony's potential acquisition of Kadokawa Corporation, a Japanese multimedia giant.

Lessons Learned from the PlayStation 3

Reflecting on PlayStation's history, 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, but this proved too costly and complex. Layden emphasized the importance of returning to core principles, focusing on creating the "best game machine of all time," a lesson that shaped the development of the PlayStation 4.