The gaming industry’s appetite for generative AI doesn’t seem to be slowing down anytime soon. After filing dozens of AI-related patents last year, Sony is now openly talking about its commitment to using — and pushing — AI for game development. The PlayStation company explicitly says it wants to assist in the commercialization of the technology, according to Kyodo News.
The Japanese media wrote that Sony raised its profit outlook this year, expecting net profit to reach about 1.13 trillion yen, or about $7.2 billion. Several divisions contributed to the bump. Its imaging and sensing solutions posted record operating profit thanks to ‘strong demand’ for mobile device image sensors.
Meanwhile, Sony Music also benefited from an increased stake in Peanuts Holdings — the Snoopy IP owner — which expected to add about 45 billion yen ($287 million) in operating profit. PlayStation continued to deliver steady results, too. Ghost of Yotei surpassed 3 million units sold in November, becoming a hit, and Sony confirmed that it has now sold 92 million PS5 units.
Alongside the usual earnings talk, the company’s higher-ups also leaned into a topic that keeps creeping into every publisher briefing lately: generative AI.
During an online press conference, Sony CFO Lin Tao said that the company does ‘not see AI as a threat.’ Instead, the company believes its mission is to ‘master’ and assist in the ‘commercialization’ of generative AI in game development. Simply put, Sony wants the tech to be properly integrated into real development pipelines everywhere. Making it the new normal in the gaming industry.
It’s hardly surprising given today’s tech gold rush around AI. Recently, Sony patented the AI technology to censor in-game content based on ‘personal sensitivities’ on the fly. Former head of PlayStation Indies Shuhei Yoshida also believes that every single game will ship with its own AI agent as part of the gameplay experience.
“We see it as another powerful tool in our toolbox. It will be the most useful when we can combine it with an artist’s sensibility and style,” explained Lin.
Whether gamers want it or not, AI is now steadily being used across various facets of game development. The real question isn’t if it shows up in games — but how unnoticeable companies can make it.
