Herman Hulst believes AI will transform game development but insists the “human touch” remains irreplaceable.

As Sony marks the 30th anniversary of its iconic PlayStation console, co-CEOs Hermen Hulst and Hideaki Nishino have spoken out about the growing influence of artificial intelligence (AI) in the gaming industry. While AI offers exciting possibilities, Hulst firmly believes it will never replace the creativity and craftsmanship of human game developers.

In an interview with the BBC, Hulst acknowledged AI’s potential to automate tedious aspects of game development, such as coding or testing, which could streamline production timelines. However, he emphasised that the heart of gaming will always lie in the human ability to tell stories, create characters, and evoke emotions. “Striking the right balance between leveraging AI and preserving the human touch will be crucial,” he said.

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The conversation comes at a time when the gaming industry is navigating a complex landscape. Sony has enjoyed massive success with the PlayStation 5, but the triumph has been tempered by significant job losses across the industry. Demand for video games surged during the pandemic, only to cool dramatically as life returned to normal. Adding to this uncertainty, concerns about AI’s impact on jobs have left many developers uneasy.

Voice actors in the US have already voiced their concerns, with strikes highlighting fears that AI could replicate their performances and render them obsolete. Hulst acknowledged these anxieties but maintained that AI should be seen as a tool to enhance creativity, not replace it.

His comments reflect a broader debate within the gaming world. On one hand, AI can generate innovative gameplay experiences, procedural worlds, and even lifelike NPC (non-playable character) behaviours. On the other, the core of gaming — thoughtful, handcrafted content — still relies on human ingenuity.

“We’ll see a dual demand in gaming,” Hulst predicted, “one for AI-driven innovative experiences and another for handcrafted, thoughtful content.” This vision suggests a future where AI and human creativity coexist, each enhancing the other. AI might help with world-building or repetitive tasks, but the final product, Hulst insists, will always need the human touch to resonate with players.

Sony’s dual leadership under Hulst and Nishino has been steering the company through these turbulent times. Despite industry challenges, the PlayStation brand remains a powerhouse, thanks in part to its emphasis on high-quality, narrative-driven games. Hulst’s assertion that people, not AI, will continue to make games is a reaffirmation of Sony’s commitment to delivering unique and memorable gaming experiences.

Looking ahead, the industry faces a pivotal moment. AI’s capabilities will undoubtedly grow, and its role in gaming will expand. Yet, Hulst’s words serve as a reminder that technology alone cannot replicate the artistry, intuition, and emotion that human creators bring to the table.

As PlayStation celebrates three decades of innovation, it seems clear that the future of gaming will be shaped by both AI advancements and the irreplaceable creativity of human developers. The challenge will be ensuring these two forces work in harmony, preserving the soul of gaming while embracing the efficiencies AI offers