Sony and Bandai get into bed with generative AI
Source: Engadget
Sony‑Bandai Namco Generative AI Pilot
Sony is partnering with Bandai Namco Holdings Inc. (the parent of Bandai Namco Entertainment) on a collaborative pilot initiative focused on generative AI and its role in video production. AI was a major theme in Sony’s latest earnings and corporate‑strategy presentation, where President and CEO Hiroki Totoki described the technology as an “amplifier of human imagination and a catalyst for new possibilities,” while emphasizing that it will not replace artists or creators.
Totoki said the pilot has already yielded “massive gains in speed and productivity per person.” He also noted a “lack of consistency and controllability” as a challenge for professionals, but added that AI has enabled a level of production sophistication previously limited by time constraints.
AI in PlayStation Development
Sony Interactive Entertainment chief Hideaki Nishino discussed how AI is being embraced across PlayStation:
- Accelerated development cycles – AI can shorten generation‑spanning production timelines for first‑party PS5 games, “enabling more creators to enter the market.”
- Increased content volume – Nishino warned that AI could lead to a “meaningful increase in the volume … of content,” stressing the need to maintain high‑quality standards.
Tools in Use
- Mockingbird – a facial‑animation tool adopted by studios such as Naughty Dog and Sony’s San Diego Studio. It animates 3D models after performance capture.
- Hair‑animation AI – models are trained on videos of real hairstyles and can generate images with “hundreds of strands” modeled.
- PlayStation Spectral Super Resolution (PSSR) – AI‑driven upscaling on the PS5 Pro, recently updated for better performance and now supported by many third‑ and first‑party games. PSSR is expected to be a key feature of the upcoming PS6.
“As AI capabilities evolve, the role of our creators will remain unchanged. The vision, the design, and the emotional impact of our games will always come from the talent of our studios and performers. AI is meant to augment their capabilities, not replace them.” – Hideaki Nishino
Financial Context
The second half of Sony’s presentation covered its quarterly earnings:
- PS5 sales fell 46 % in the fourth fiscal quarter, with only 1.5 million units sold.
- The company is grappling with rising costs and memory shortages.
- Sony has raised the price of its entire console lineup for the second time in 12 months.
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