Sony Interactive Entertainment president and CEO Hideaki Nishino dedicated a significant portion of Sony’s latest earnings presentation to outlining exactly how artificial intelligence is already reshaping PlayStation, from the way games are made to how the platform does business behind the scenes.
“At PlayStation, our goal is always to be the best place to play and the best place to publish,” Nishino said. “We see AI as a powerful tool to help us in this mission.” And based on the presentation, that’s not just a talking point, it’s already happening across multiple fronts.
AI Is already powering tools inside PlayStation’s first-party studios
One of the more concrete revelations from the presentation was that PlayStation’s internal studios aren’t just experimenting with AI, they’re actively using it in games that have already been released.
Among the tools in use is one called Mockingbird, which generates facial animations from performance capture data in a fraction of the time previously required. Teams at Naughty Dog and San Diego Studio have adopted the tool, including on released titles.
With Mockingbird, animation work that would have taken hours can now be completed in a fraction of a second. Nishino was clear that this isn’t about replacing human performers, the tool processes and optimizes data captured from live performances, not substitute them.
A second tool handles hair animation, a process that has historically been one of the most labor-intensive in character art due to the sheer volume of strands involved. The AI tool takes videos of real hairstyles and outputs a 3D model with hundreds of strand models, significantly accelerating the process.
Nishino also cited Gran Turismo’s AI-powered racing agent Sophy, which he said has added a level of competitive gameplay for even the most seasoned drivers. Beyond that, PlayStation’s studios have already developed prototypes where NPCs with their own personalities can create a living, dynamic world for players to explore.
Across the board, developers at PlayStation’s first-party studios are automating repetitive workflows, improving software engineering productivity, and accelerating quality assurance, 3D modeling, and animation. The goal, according to Nishino, is to free up developers to focus on building richer worlds and more engaging gameplay rather than spending time on manual, high-effort tasks.
Nishino also addressed a concern that’s become increasingly common in the industry, the fear that AI will replace the creative talent behind these games. “The vision, the design, and the emotional impact of our games will always come from the talent of our studios and performers,” he said.
$700 million in revenue and a platform built around personalization
The AI conversation didn’t stop at game development. Nishino also detailed how the technology is already generating measurable results on the business side of PlayStation.
“AI is also already a part of our platform business,” he said. “Over the last few years, AI-powered tools ensure that transactions are routed efficiently over payment networks, generating over $700 million of incremental revenue.” That figure alone makes a strong case for why Sony is leaning into this so heavily.
Building on that, Nishino said Sony is developing machine-learning programs aimed at personalization, systems that could one day recommend a player’s next game, subscription, accessory purchase, or merchandise buy based on their interests. As AI brings more choices to players than ever, Nishino said the platform’s role will be critical in ensuring players find the right content in an increasingly crowded landscape.
He also highlighted PSSR, PlayStation’s AI upscaling technology on PS5 Pro, which uses machine learning to enhance image quality, delivering 4K visuals at high frame rates, with games like Saros and Ghost of Yotei benefiting from the feature.
Sony Group CEO Totoki Hiroki reinforced the overall philosophy during the same presentation. “Human creativity must remain at the center,” Totoki said. “AI is a powerful tool, but is not a replacement for artists or creators. It is an amplifier of human imagination and catalyst for new possibilities.”
Nishino closed his remarks with a clear statement of intent: “Through our investments in AI and machine learning, we will continue to push the fidelity frontier forward. We believe AI will unleash the creativity of our studios, power a more curated platform, and enhance the PlayStation experience for both players and creators.”
What do you think about PlayStation going all-in on AI, exciting move or something that has you a little worried? Tell us in the comments!