Sony has spoken again about how it uses AI in video game development. The company is already using AI use on Spider-Man 2 and is testing several models using Horizon Zero Dawn's Aloy. However, Sony believes that AI needs to support creativity. It believes it will help AI employees use AI safely following a unique mission statement about its own AI tool called Enterprise LLM.
Since 2025, more than 50,000 people from 210 different teams have begun using the system, according to a 2025 Corporate Report. Employees use it not only to chat and write help, but also to connect directly to daily work tools. So far, Sony has tested over 300 AI projects, and now there are more than 50 of its normal working routines.
To ensure safe use of AI, Sony works closely with a team focused on legal issues, privacy and ethics. Along the way, clearer rules have been created on how to use AI to avoid issues such as copying music and other content without any particular permission. The company also helps protect the creator's work by using AI to build a system that can detect whether something has been stolen or used without approval. At the same time, Sony uses AI to make older movies better and better image quality on the PS5 using new upscaling technology.
Some people in the gaming industry agree that this kind of change is necessary. Sakurai, a well-known game developer known for Kirby and Super Smash Bros., said that big games take too much time and effort to make and the way they do things they are today can't continue. He believes AI can help teams work faster and smarter, especially in large game studios. Sakura said only studios that adapt to AI can keep up in the future.
Game AI is still a hot topic. Some companies like Activision already use AI tools during game development, but say they don't use AI to replace creative work, as everything is still “humans create and touch.”
Others are more cautious and have real concerns. Last year, a contract between SAG-AFTRA, the Actors Guild and an AI audio company called Replica Studio sparked controversy. This May, a group of video game companies made significant changes to their offers to end the actor's strike led by SAG-AFTRA. Since the start of the strike, which ended in June, SAG-AFTRA has been seeking stronger protections in how these digital replicas are used and actors are paid for them.
Samantha Beart, who played Karlach in Baldur's Gate 3, criticised the use of AI in the entertainment industry for short-term profits, warning that it could lead to long-term damage. Beart emphasized that actors should not return to fighting AI. She added that the industry is full of passionate and creative people, but is influenced by investors who don't play games and concentrate solely on quick returns.
Even Microsoft, which reaffirmed its $80 billion investment in artificial intelligence in 2025, has openly admitted that advances in AI could lead to unemployment.
