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Sony says "efficient" AI tools will lead to even more games flooding the market
- On Friday, Sony Group president and CEO Totoki Hiroki and PlayStation CEO Hideaki Nishino presented their AI strategy, framing the technology as an "amplifier of human imagination and a catalyst for new possibilities."
- The presentation followed a 46 percent downturn in PS5 sales last year and a $765 million impairment loss from Marathon developer Bungie, pressuring Sony to find operational efficiencies.
- Naughty Dog and San Diego Studio have adopted the "Mockingbird" tool for facial animation, while AI-powered payment routing tools generated more than $700 million in incremental revenue over recent years.
- Beyond gaming, Sony Pictures invested more than $50 million in AI capabilities spanning production planning, content protection, and 3D conversion across its entertainment divisions.
- Partnering with Bandai Namco Holdings Inc. on a "collaborative pilot initiative," the companies identified "massive gains in speed and productivity per person," though acknowledging a "lack of consistency and controllability" in current AI models.
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PlayStation sees AI as a ‘powerful tool’ to help make games
As part of an earnings presentation on Friday, Sony shared how it's thinking about AI at the company, including many details about how it's evaluating AI as part of making PlayStation games. Generative AI has recently been showing up in bigger games - though many indie developers still reject it - and while Sony calls AI a "powerful tool," it says that the "vision, the design, and the emotional impact of our games will always come from the talen…
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Coverage Details
Total News Sources20
Leaning Left5Leaning Right0Center3Last UpdatedBias Distribution63% Left
Bias Distribution
- 63% of the sources lean Left
63% Left
L 63%
C 37%
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