- During its Q4 earnings presentation, Sony highlighted its heavy push for AI tools.
- All first-party studios are using AI for quality assurance, 3D modelling, and animation.
- The company is partnering up with Bandai Namco to further explore generative AI, but it doesn’t want to replace creatives.
Despite universal disdain for the technology, AI proliferation in the gaming industry has only increased this year. Major companies like EA are relying heavily on the tool, letting it handle 85% of its quality assurance work, while 9 out of 10 studios are currently using generative AI but not disclosing it due to fear of backlash.
However, even this fear is fading away, as Sony has also outlined plans to incorporate AI tools into game development and is pushing heavily to utilise the technology.
Why it matters: From the looks of it, Sony is pushing heavily for AI so it can reduce the tedious nature of modern AAA development and help its developers release titles at a faster pace.
In its Q4 2025 financial report, Sony revealed that all PlayStation studios are incorporating AI, and the company will partner with Bandai Namco to further explore generative AI as part of an internal push to take advantage of the technology.
Sony believes AI will increase the diversity and volume of content, and instead of replacing human creativity, the technology will amplify it to create new possibilities. CEO Hideaki Nishino revealed that PlayStation studios are already using AI tools to accelerate quality assurance, build 3D models, software engineering, and animation.
Naughty Dog is incorporating the technology to generate facial animations from motion capture data, while first-party studios are actively utilising another AI tool to make hair animation an easier process by converting video footage into real hairstyles.
Furthermore, Sony is also using machine learning to personalize the player experience, recommending them a game, service, or accessory based on their interests. On the other hand, AI-powered payment routing methods have made the company $700 million in incremental value, according to executives.
Despite such heavy emphasis on AI, Nishino once again explained that the vision and emotional impact their games carry will always come from the artists working at PlayStation. Hence, the technology isn’t meant to replace them, but rather to amplify their capabilities and reduce labor-intensive tasks.
Do you think Sony is using AI in the right way or is the company putting too much emphasis on the technology? Tell us in the comments below or head to the Tech4Gamers forum for discussion.
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Shameer Sarfaraz has previously worked for eXputer as a Senior News Writer for several years. Now with Tech4Gamers, he loves to devotedly keep up with the latest gaming and entertainment industries. He has a Bachelor’s Degree in Computer Science and years of experience reporting on games. Besides his passion for breaking news stories, Shahmeer loves spending his leisure time farming away in Stardew Valley. VGC, IGN, GameSpot, Game Rant, TheGamer, GamingBolt, The Verge, NME, Metro, Dot Esports, GameByte, Kotaku Australia, PC Gamer, and more have cited his articles.
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