Sony is actively integrating artificial intelligence (AI) into video game development, stating that it accelerates and optimizes workflows. The company has already applied AI elements in projects like Spider-Man 2 and experimented with models based on Aloy from Horizon Zero Dawn. Nevertheless, Sony emphasizes that AI should support creative potential, not replace it, a principle reflected in the mission of their internal tool, Enterprise LLM, designed for safe AI use by employees.
Sony`s Strategic AI Integration
According to their 2025 corporate report, over 50,000 employees across 210 teams have actively adopted this system since 2023. AI is utilized not just for communication or writing assistance but is also directly integrated into daily work tools. To date, Sony has tested more than 300 AI projects, with over 50 now forming an integral part of standard operational procedures.
To ensure the safe and ethical application of AI, Sony collaborates closely with its legal, privacy, and ethics departments. This collaboration is resulting in the development of clear guidelines for AI use, specifically to prevent unauthorized copying of music or other content. The company also leverages AI to protect creators` works by building systems capable of detecting plagiarism or unapproved usage. Furthermore, AI is being employed to enhance audio quality in older films and improve image clarity on the PS5 through new upscaling technologies.
Industry Reactions and Expert Views
Opinions within the gaming industry regarding AI adoption are divided. Some experts concur that such changes are necessary. Renowned game developer Masahiro Sakurai, creator of the Kirby and Super Smash Bros. series, pointed out that producing large-scale games demands excessive time and effort, rendering current methods unsustainable long-term. He believes AI can help teams work faster and more efficiently, especially in large studios, and that only studios adapting to new technologies will thrive in the future.
AI in the gaming industry remains a subject of intense discussion. Some companies, such as Activision, already use AI in development but assert that it does not replace the creative process, as all products are still human-created and refined.
Concerns and the Debate Around AI`s Impact
However, others express serious concerns. Last year, an agreement between the actors` union SAG-AFTRA and AI voice company Replica Studios sparked significant controversy. This past May, a group of video game companies introduced substantial changes to their proposals in an effort to end the actors` strike led by SAG-AFTRA. Since the strike began, eventually concluding in June, SAG-AFTRA had vigorously pushed for stronger protections concerning the use of digital voice replicas and fair compensation for actors.
Samantha Beart, known for her role as Karlach in Baldur`s Gate 3, criticizes the use of AI in the entertainment industry for short-term profit, warning of potential long-term damage. Beart stressed that actors will not back down in the fight against AI, as accepting it could mean surrendering their careers. She added that while the industry is populated by passionate and creative individuals, it is being influenced by investors who do not play games and are solely focused on quick returns.
Even Microsoft, which reaffirmed its $80 billion investment in artificial intelligence for 2025, openly acknowledged that AI advancements will lead to job losses—a long-anticipated consequence in certain sectors.