Sony partners with Bandai Namco to promote generative AI in video production

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

” modeled.

“As AI capabilities evolve, the role of our creators will remain the same,” said Nishino. “The vision, design and emotional impact of our games will always come from the talent of our studios and artists. AI is meant to expand their capabilities, not to replace them

.”

AI is also central to PS5 Pro's recently updated PlayStation Spectral Super Resolution (PSSR), compatible with numerous games. This technology is expected to play an important role in future consoles

.

Complicated financial results

In the same filing, Sony reported negative numbers in its gaming division. PS5 sales fell 46 percent in the fourth fiscal quarter from a year earlier, with only 1.5 million consoles sold

.

The company is facing rising costs and component shortages, leading it to increase the price of its entire console line for the second time in 12 months. Despite these challenges, Sony reaffirmed its commitment to quality in the games that come to PlayStation

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The use of AI is presented as a tool to enhance human creativity, not to replace it. Studies maintain control over the vision and emotional impact of degrees, according to managers.