Sony is Collaborating With Bandai Namco to Find New Uses for GenAI

Recent report from Variety shows that Sony as a whole and PlayStation in particular will continue to double down on machine learning and generative AI in their production process for various types of media.

While it's not limited to games, some might remember that Sony was already actively exploring gaming applications of the tech in 2025. One of the first examples of this was Aloy from Horizon Zero Dawn being turned into a bizarre puppet with synthesized face animation and voiceover.

According to their own reports, large portion of its teams and employees have been incorporating AI in some way during their work.

Now they're also collaborating with Bandai Namco to explore new uses for it when it comes to video production, supposedly making advancements in compensating for the usual GenAI shortcomings of control over the visuals and consistency.

Nishino Hideaki, the president and CEO of Sony Interactive Entertainment stated that “the vision, the design and the emotional impact of our games will always come from the talent of our studios and performers,” adding that “AI is meant to augment their capabilities, not to replace them.”

At this point this is a standard statement from every company that announces their goals to pursue generative AI or other AI applications. It's a way to appease the shareholders who think AI will be the next golden goose, while giving the public what they want to hear "we know that AI is bad, so don't worry, we will only use it for good things."

Meanwhile, developers and general public still tend to have an overwhelmingly negative response to the use of AI, as it has yet to prove its value for anything but automating insignificant tasks like scheduling a meeting or writing junk emails.