In conversation with the BBC, PlayStation co-CEO Hermen Hulst refused to go all-in on the hype of so-called artificial intelligence is slowly making its way into other technology industries.
“I suspect there will be a dual demand in gaming: one for AI-driven innovative experiences and one for handcrafted, thoughtful content,” Hulst said. “Finding the right balance between deploying AI and retaining the human touch will be crucial.”
AI-related technology is already being used in video game development, but for the most part it has been used to simply speed up mundane tasks. However, some fear a future in which these generative processes will extend to more creative pursuits such as writing, character modeling and voice acting. AI is currently a hot topic of conversation in the industry for players, talent and developers alike.
The Screen Actors Guild-American Federation of Television and Radio Artists has been on strike since July 2024 to protect against the use of video game artists’ voices for AI, and recently added League of Legends added to the list of games that members will not be working on for the time being. SAG-AFTRA released a statement after announcing the nominees for the 2024 Game Awards: “In this time of celebration, it is important not to lose sight of the fact that thousands of video game voice and motion artists have been on strike for 116 days, after more than 18 months negotiations that have failed to reach an agreement that includes fundamental consent, compensation and transparency barriers around the use of AI”
To give another example: when there is social deception Liar bar became extremely popular in October, voice actor Alejandro Saab called attention to the game’s AI-generated voices, which might have flown under the radar if it weren’t for Steam’s AI disclosure requirement, in a post on X. Saab also pointed out that there are affordable options for indie developers with a small budget that don’t. The use of AI is not necessary.
As for Hulst’s statement, it echoes that of his counterpart at PlayStation’s biggest competitor, Microsoft Gaming CEO Phil Spencer. Spencer told the press at the 2023 Xbox Games Showcase, he is “very protective of the creative process” regarding AI.