PlayStation CEO says ‘preserving the human touch’ is vital as AI proliferates

Speaking with the BBC, PlayStation co-CEO Hermen Hulst refused to go all-in on the hype of so-called artificial intelligence slowly worming its way into other tech industries.

“I suspect there will be a dual demand in gaming: one for AI-driven innovative experiences and another for handcrafted, thoughtful content,” Hulst said. “Striking the right balance between leveraging AI and preserving the human touch will be crucial.”

AI-adjacent technology is already used in video game development but has, for the most part, been used to simply speed up mundane tasks. Some fear, however, a future where these generative processes spread to more creative pursuits like writing, character modeling, and voice acting. For players, talent, and developers alike, AI is a hot topic of conversation in the industry at the moment.

The Screen Actors Guild-American Federation of Television and Radio Artists has been on strike since July 2024 to ensure protections against using video game performers’ voices for AI, and recently added League of Legends to its list of games its members won’t be working on for the time being. SAG-AFTRA released a statement following the announcement of the 2024 Game Awards nominees: “At this time of celebration, it’s important not to lose sight of the fact that thousands of video game voice and movement performers have been on strike for 116 days, following more than 18 months of negotiations which failed to produce an agreement that includes fundamental consent, compensation and transparency guardrails around the use of A.I.”

To cite another example, when social deception game Liar’s Bar surged to popularity in October, voice actor Alejandro Saab called attention to the game’s AI-generated voices, which may have slipped under the radar if it weren’t for Steam’s AI disclosure requirement, in a post on X. Saab also pointed out that there are affordable options for indie developers on shoestring budgets that don’t necessitate use of AI.

As for Hulst’s statement, it echoes those of his counterpart at PlayStation’s biggest competitor, Microsoft Gaming CEO Phil Spencer. Spencer told the press at 2023’s Xbox Games Showcase he is “very protective of the creative process” with regards to AI.