Sony mentions the use of AI in game development during earnings call.
At its earnings briefing on May 8, 2026, Sony addressed its stance on AI, particularly its evaluation of AI in PlayStation game development. While calling AI a 'powerful tool,' Sony stated that AI is intended to complement, not replace, the capabilities of studios and creators.
Briefing on Management Policy and Performance | Sony Group Portal
PlayStation sees AI as a 'powerful tool' to help make games | The Verge
https://www.theverge.com/games/926914/sony-playstation-ai-powerful-tool-games
With the advancement of generative AI technology, the use of AI-generated content in games is increasing. Google published a survey in 2025 stating that '90% of game developers are already using AI in their workflows,' and as of July 2025,Steam had 7,818 titles (7% of the total) that used generative AI, and at least 20% of titles released in 2025 had publicly disclosed the use of generative AI. On the other hand, games that include AI-generated artwork have also received criticism , and some indie game studios are heavily promoting themselves as 'AI-free,' emphasizing that they develop games without using AI.
While major game companies are accelerating their AI adoption, 'AI-free' is becoming a new selling point in the indie game scene - GIGAZINE
Amidst this situation, at Sony's FY2025 earnings briefing held on May 8, 2026, Sony Group CEO Hiroki Totoki spoke in detail about the company's approach to AI in his management policy speech.
Mr. Totoki began by stating that 'AI is one of the most important themes when considering the further growth of the Sony Group. In particular, for each business within the Sony Group, AI has the potential to promote the creation of new value and generate new growth opportunities in the entertainment field,' indicating that AI will play a crucial role in the business. He believes that AI will not merely improve efficiency, but will also bring new opportunities to the world of entertainment by making it easier to tackle innovative projects that were previously difficult to undertake due to cost and time constraints, thereby expanding creativity and providing strong support for creators.
Furthermore, Mr. Totoki stated, 'We operate under the fundamental premise that human creativity should always be at the center,' and emphasized that AI is a powerful tool, but it will not replace artists and creators. He added, 'We believe that AI is a catalyst that expands people's imagination and brings out unprecedented possibilities,' highlighting that AI will strongly support humans.
Furthermore, Mr. Totoki stated, 'Human imagination, creativity, and emotions themselves cannot be replaced. Great content is born from a person's deep experiences, unique perspective, and a strong motivation to communicate something. Fans are drawn to stories, characters, and worldviews that create a strong emotional connection. We believe that the most memorable experiences will continue to be created and enjoyed by people. AI can assist in that process, but it cannot replace human imagination, creativity, and emotions themselves,' speaking about the abilities of creators that AI cannot replace.
In the management policy speech, Hideaki Nishino, president of Sony Interactive Entertainment, spoke about how AI is enhancing their efforts in the gaming sector. According to Nishino, he believes that AI can provide players with unprecedented gaming experiences and publishers with a more efficient development environment and the potential to deliver their works to users more quickly. By having AI handle time-consuming manual tasks, creators can dedicate more time to developing rich worlds and game experiences, and implement NPCs with more sophisticated personalities into games. For example, hair animation is an extremely time-consuming process because it involves handling a vast number of hairs, but by having AI generate 3D models of hundreds of hairs, significant efficiency improvements have been achieved.
Sony's 'Mockingbird' technology instantly generates high-quality 3D animations from performance capture, completing tasks that previously took hours in just a fraction of the time. It has also been reported that Sony is working on integrating AI into game characters using Mockingbird.
Sony is working on a prototype of an AI-powered character that can converse with players - GIGAZINE
Nishino stated, 'We believe in the potential that AI brings. AI will further unleash the creativity of studios, create more refined platform experiences, and enhance the experience for both players and creators. By combining the power of AI with our global player community, rich IP assets, and integrated ecosystem, we will continue to deliver cutting-edge entertainment experiences.'
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