PlayStation Says AI to 'Unleash the Creativity' of Its Studios - News
by William D'Angelo , posted on 19 June 2026 / 6,545 Views
Sony in a recent filing with the US Security and Exchange Commission has a section that discusses the role of AI and how it can be used in video game development.
The section is titled "driving growth with AI" and provides examples as to how Sony and PlayStation are "leveraging AI across its businesses."
Read the details from the filing below:
AI brings new opportunities for value creation and growth, and remains a tool to unlock human potential, not a replacement for artists or creators. Under this principle, Sony introduced examples of how it is leveraging AI across its businesses.
The role of AI
- AI is not only for efficiency, but also a tool to empower creators to expand their creativity, making it easier to take on more innovative projects that were previously difficult to pursue due to constraints of cost and time.
- Sony is continuing a collaborative pilot initiative with Bandai Namco to explore the use of generative AI and other advanced technologies, and has confirmed gains such as a significant increase in speed and an improvement in productivity per person in video production. Sony aims to continue to integrate its own technologies with generative AI to establish a creator-first production environment that maximizes creative potential while ensuring safety and security.
How AI evolves the PlayStation experience
- As AI lowers barriers to creation and increases the volume and diversity of content, the PlayStation platform and studios are expected to remain critical in delivering high quality experiences and helping players discover the right content in an increasingly crowded landscape.
- Within the studio business, AI powered tools, such as an AI video generator, are automating repetitive workflows and improving productivity across areas such as software development, quality assurance, 3D modeling, and animation, allowing production teams to focus on building richer worlds and gameplay experiences.
- Across the platform business, AI is driving efficiency, personalization, and customer value at scale, while continued investments in AI and machine learning are expected to push visual fidelity forward and deliver higher quality player experiences.
- Overall, AI is expected to unleash the creativity of Sony Interactive Entertainment’s studios, power a more curated and consumer-centric platform, and enhance the PlayStation experience, supported by its global player base, deep IP library, and integrated ecosystem.
A life-long and avid gamer, William D'Angelo was first introduced to VGChartz in 2007. After years of supporting the site, he was brought on in 2010 as a junior analyst, working his way up to lead analyst in 2012 and taking over the hardware estimates in 2017. He has expanded his involvement in the gaming community by producing content on his own YouTube channel and Twitch channel. You can follow the author on Bluesky.
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Failed and lost millions at chasing the live service trend now ready to throw away more to chase the next industry trend.
They've been using machine learning for a while. Gran Turismo's Sophy, and Mockingbird facial animation tool has already been used in released games like Horizon Zero Dawn remastered. Machine Learning is always going to be an inescapable part of any process going forward because it is simply a more advanced and efficient for of everyone was already doing. But AI is a buzzword and all machine learning has to be called AI because its what investors demand.
I cant be the only one who laughed when they read this title. If your studios need Ai to be creative there is a problem
Cool, maybe it won’t take ten years for Naughty Dog and Polyphony to release games.
Neither company have ever taken 10 years to release a game. Poly's last was 4 years ago and GT7 got an update a few weeks back adding new cars. I hate AI as much as anyone else but please...
Boo.
So stupid. It doesn't make human creators more creative, all AI can do is take what already exists, mix it up, and put it back out, it can't create anything truly new. If game creators are relying on AI for character designs, gameplay ideas, etc., the AI isn't creating anything new, it's just giving your developers rehashed old ideas, AI creations are by nature derivative.
Did a single person here read beyond the headline? 🤦♂️
Yeah, people instantly lose their ability to read and think for themselves at the moment they see the word “AI”.
I read the whole thing. Generative AI means they are generating stuff, and they're not simply using it to search for bugs, which is one of the few uses of AI in game development that the general public finds acceptable, they are speaking about creativity, which means they plan to speed development by doing things like a character artist giving an AI a prompt of a character he has in mind, and then the character artist is taking that 2D AI created character and modelling it out in 3D. That is a thing that eliminates a job for one thing, many game studios have 2D character concept artists that would take several hours to draw up each character and then pass it on to the 3D artist, Sony is thinking, why pay that person and take those extra hours when a 3D artist can just write a rough description of a character and regenerate it until they like it, and then model it out in 3D. Heck, rereading the article just now, they are talking about using AI for 3D modeling as well, so there goes even more jobs, usually a AAA game in the modern age has 30+ character artists on it between the lead studio and external partners, Sony is thinking, we need to cut that down to like 10 using AI. And character art is just one of many ways AI will affect game development.
I'm not saying it doesn't need to be done, AAA budgets are outrageous and barely any are making a decent profit these days, studio sizes will likely have to be shrunk to fix that issue, and AI is really the only way to shrink the studio sizes and budgets without a large decline in scope and quality. I just find it funny how Sony is pitching this as about helping developers, deflecting from the fact that they, like every AAA publisher, are most likely going to be laying off a good many in the coming years as a way to lower their budgets.
yeah it is quite the spin to turn what AI actually does - cut costs by taking away jobs from creatives - to publicly say it in fact unleashes creativity haha.
New video from me is now live discussing this use of AI by PlayStation
https://www.youtube.com/watch?v=QiXgfO69uOg
People tend to hear AI and stop listening but there have always been ethical uses for it but unfortunately corporations have always focused on marketing it on all the ways it could put you out of a job. It can genuinely be part of the solution to inflated devlopment timelines rather than a replacement for developers. That quote about how AI should be used to let creative people do tedious things instead of letting tedious people do creative things comes to mind.
Saying the quite part out loud
AI should be used to help dedug games, not sure using it to be creative is necessary.
I wonder why do they bother announcing it so publicly. The public is clearly against, so I imagine this is just to make investers happy with future cost-cutting.
Thinking that AI boosts creativity says the person doesn't know what AI is lol. It can boost productivity sure (at which point they'll just lay off plenty of the people who actually bring the creativity) but it could never boost creativity.
The future of all creative industries looks so bleak.
Depends on whether consumers value human connection or not. If they do, AI will leave the creative fields, or at least the ones that matter. If they don't then yeah... goodbye everything.
Not worth the investment. Just keep using human artists and animators.
What industry have it helped Sony?
Said it before, I'll say it again: there is no closing Pandora's Box.
...Do Shareholders not read about the problems that Ai and worplaces have led to?
As a 3D Animator I'm usually against using A.I, but after using ChatGPT/Dall-e for realistic textures, I cannot go back to using those free textures website and picking from a limited range of textures. A.I (in this regard) actually gives me more control over what I'm making.
But outside of texture generation, A.I takes the human control out of the process and hands it over to the computer which isn't as fun from a creativity point of view. Plus A.I (ATM) has a particular 'style' that looks all the same. Eg- CGI, Photoshop drawing on Deviant Art, Pencil drawings, watercolour painting, oil paintings, acrylic paintings, etc all have a distinctive look. Same with uncanny clean human faces & unnatural movements... For now anyway, till A.I gets better.
For now A.I relies on pattern based logic which perfect for treebark, rock textures etc, but is bad at braking the pattern which is necessary for giving human faces distinctive individuality.
Anyway, I hope A.I makes AAA development cheaper allowing designers to afford to take creative design risks again. Plus speeding up development time. But despite it being cost effective, I bet anything the price of games will remain.
There were people making those free textures, AI is still taking human control out of the process when it replaces them.
By human control, I mean't my control. (A.I took the control away from other humans and handed it to me).
Also, the textures on free to use texture websites will have been created with a camera which has less control over the outcome than a human using text to image generators.
I honestly believe Nintendo will be the last man standing
I'm not sure what's going to happen first to make stop supporting the video games industry: abandoning physical media or them going all-in on using Plagiarism Bot 3000 to make video games. It's truly dystopian if we've gotten to the point where we're even outsourcing human creativity to machines. We've been making art for art's sake tens of thousands of years before we built the first civilizations. It's something so central to who we are as a species, yet the capitalist class treats it like they do everything else: as little more than a commodity, only existing to generate profit. Same for outsourcing our very thinking to "A.I." Reminds me of that quote from Dune: "Once, men turned their thinking over to machines in the hope that this would set them free. But that only permitted other men with machines to enslave them."
Stellar Blade boss said devs like them need to use AI to compete with China and USA, so Stellar Blade has been trash too, right?
https://www.ign.com/articles/one-person-can-perform-the-work-of-100-people-boss-of-stellar-blade-developer-says-it-needs-to-use-ai-to-compete-with-overwhelming-manpower-of-china-and-us-studios
The extent and direction of AI use is what's relevant
I have no intention of supporting any game that uses AI for creative purposes whatsoever
That trailer has heavy DLSS 5 vibes, Idk how didn't everyone else immediately get that, and that kid in the trailer looks like she is 9, that's undeniable.
Yes, but anyone who is against gen AI should have been disliking the devs for their other controversies already.
