Sony announced a partnership with Bandai Namco Holdings for a collaborative pilot project focused on generative artificial intelligence and its application in video production. The president and CEO of Sony, Hiroki Totoki, described the technology as an “amplifier of the human imagination and a catalyst for new possibilities”, insisting that it will not replace
artists or creators.According to Totoki, in this joint pilot they have already seen “enormous improvements in speed and productivity per person”. However, he recognized problems such as “the lack of consistency and control”, which continue to concern professionals, although AI made it possible to achieve levels of sophistication in production that were previously impossible due to time constraints
.Despite Bandai Namco's association with video games, specific mention of gaming in this generative AI project was scarce.
AI in the PlayStation ecosystem
Hideaki Nishino, head of Sony Interactive Entertainment, detailed how the company is adopting AI on PlayStation. He indicated that development cycles, which are increasingly extensive in first-party PS5 titles, can be accelerated with these tools, while allowing “more creators to enter
the market”.
In addition, Nishino admitted that AI will generate a “significant increase in the volume [...] of content.” Sony studios, such as Naughty Dog and San Diego Studio, are already using tools such as Mockingbird for facial animation based on interpretation captures. It is also applied to hair animation, where models trained with videos of real hairstyles generate images with “hundreds of locks
