Activists were not asked: Sony openly declared its intention to use AI in game development

Sony unveiled a large-scale strategy for implementing generative AI, emphasizing that technologies should complement the work of creative professionals, not replace them. The company discussed its new approach as part of its 2025 financial report.

Sony Group CEO Hiroki Totoki stated that human creativity must remain at the heart of the entertainment industry, and artificial intelligence is seen as a tool to enhance imagination and unlock new possibilities.

According to management, Sony Pictures has already invested over $50 million in the development of AI technologies. These are used for production planning, content protection, data analytics, improving employee efficiency, and even 3D conversion. In turn, Sony Music is promoting the creation of an industry-wide standard for labeling AI-generated content to ensure transparency for users and copyright protection.

In addition, Sony announced a collaboration with Bandai Namco in generative AI for video production. The companies have already noted a significant increase in work speed and productivity, but acknowledged that current models still suffer from insufficient stability and controllability. To solve this problem, Sony uses fine-tuned models based on its own data, which allows for more predictable and stylistically accurate results.

Special attention is paid to the use of AI in PlayStation game studios. PlayStation head Hideaki Nishino said that technologies are already being applied in projects by Sony's internal studios, including released games.

Among the tools mentioned is the Mockingbird system, which automatically creates facial animation based on motion capture data. The technology is already being used at Naughty Dog and San Diego Studio, including in the development of the recently released MLB The Show 26.

Another development allows converting video recordings of real hairstyles into detailed 3D hair models, significantly reducing the work time of character artists. Sony is also automating routine processes in its studios: testing, creating 3D models, certain aspects of programming, and other production tasks.