Even as AI enables a flood of new game releases, Sony said it believes AI will help players navigate that glut. AI models can already “outperform manual curation” when it comes to suggesting new games players might enjoy, Nishino said, and could soon also suggest “the next gameplay moment, subscription, accessory, or merchandise that best reflects their passion.”

The human equation

Despite Sony’s predictions, there isn’t necessarily a direct relationship between developer efficiency and the raw number of game releases over a given period. Gains in efficiency could reduce the total number of human developers working on a project, rather than the total time spent on it, for instance. On the other side of things, more efficient development tools could increase the baseline quality expectations for high-end game development, meaning more time is needed to meet that baseline.

Despite Sony’s bullishness on AI’s game development potential, the company stopped well short of suggesting that AI could replace game designers wholesale or make entire games from scratch. Nishino said directly that “AI is meant to augment [developers’] capabilities, not to replace them,” and that humans will always be responsible for “the vision, the design, and the emotional impact of our games.”

Speaking more broadly, Totoki said Sony maintains a “core principle” that “human creativity must remain at the center” of the company’s creative efforts. Totoki called AI “an amplifier of human imagination” while saying in practically the same breath that “great content comes from deep personal experiences, unique perspectives, and a strong inner motivation to express something meaningful.”

At the same time, though, Nishino suggested that Sony’s development teams have created “prototypes where NPCs with their own personalities can create a living, dynamic world for the player to explore.” It’s unclear what role human artists would have in a world where NPCs can have their own AI-generated “personalities,” but it would definitely be a far cry from the role they play in game development today.