During its recent earnings call, Sony announced a partnership with Bandai Namco to explore generative AI and “how generative AI and the latest technologies can most effectively contribute to delighting the creator’s vision.” The company stated that repetitive workflows are already being automated using AI tools to speed up and optimize several aspects of development, including 3D modeling, animation, and quality assurance. Sony also emphasized that creator roles will remain unchanged, stating that AI is intended to support developers rather than replace them while ensuring the technology delivers a “consumer-centric experience.”
During the earnings call, Sony CEO Hiroki Totoki reiterated this sentiment, claiming that AI will enable projects that were previously not financially viable or feasible due to time constraints.
“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,” he said.
Nishino Hideaki, CEO of Sony Interactive Entertainment, also highlighted the importance of AI for the future of Sony’s entertainment brands.
“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.”
Finally, Sony recently announced a strategic partnership with Bandai Namco and Web3 company Gaudiy. As part of the agreement, Bandai Namco and Sony invested 10 billion yen in Gaudiy to support its growth. Through the partnership, the companies aim to expand Japanese IP globally and create new experiences and ecosystems that “leverage their technologies and strengths.”