Sony to Embrace AI & Machine Learning to "Maximize IP Value"

In this day and age, as artificial intelligence continues to infiltrate every aspect of our lives, many game studios are faced with a tough decision: whether to embrace the controversial technology or stick to their traditional methods without relying too much on machines. While some developers, like Embracer, Ubisoft, and EA, are eager to integrate AI into their production pipelines, others, like Nintendo, choose to distance themselves from a technology that many associate with data scraping, plagiarism, and copyright infringement.

Recently, Sony revealed which side it is on in the Corporate Report 2024 presentation, announcing its plans to embrace artificial intelligence and machine learning to "help maximize IP value" going forward. According to the report, the company is "bolstering technologies that can help creators engage in maximizing the value of their IP in efficient, high-quality ways, including sensing and capturing as well as real-time 3D processing, AI, and machine learning," with the end goal being to deliver new IPs "rapidly and at low cost to a broader range of fans."

To illustrate their use of machine learning, Sony shared that this technology was applied in Insomniac's Marvel's Spider-Man 2, where voice recognition software was utilized in certain languages to automatically synchronize subtitles with each character's lines, thus significantly reducing the subtitling process. "In India, a multilingual society, we are conducting research using AI technology and machine learning to shorten dubbing and translation processes," added the company.

What do you think about Sony's decision to embrace AI? What does it mean for the studio's IPs? Share your thoughts in the comments and don't forget to join our 80 Level Talent platform and our Telegram channel, follow us on Instagram, Twitter, LinkedIn, TikTok, and Reddit, where we share breakdowns, the latest news, awesome artworks, and more.