Sony has released its latest financial report (Sept 15), reaffirming its commitment to the “responsible use” of artificial intelligence across its business units, including games, films, and other creative projects.
According to the company, its Enterprise LLM platform, introduced in 2023, has already been adopted by 50,000 employees across 210 teams. So far, more than 300 AI-driven projects have been tested, with around 50 of them actively integrated into daily operations.
One of Sony’s main concerns lies in the legal and ethical challenges of AI, with a particular focus on privacy, copyright, and ethical boundaries. The report also highlights the company’s ongoing effort to create systems that can detect when its games, music, or films are being copied or misused by other AI models.
How Sony Uses AI in Games and Hardware
Sony has already integrated AI into some of its flagship projects. For instance, it was employed in Marvel’s Spider-Man 2 and even helped in generating models for Aloy, the protagonist of Horizon Zero Dawn.
On the hardware side, the upcoming PS5 Pro leverages PSSR (PlayStation Spectral Super Resolution), an AI-powered upscaling technology designed to enhance image quality and boost performance in supported games.
Beyond gaming, Sony is also experimenting with remastering old films, using AI to improve both image and sound quality to meet modern standards.
The Wider Gaming Industry and AI
Sony isn’t the only player leaning on AI. Ubisoft, EA, and Activision have already acknowledged using AI tools in the development pipeline, whether for game design, testing, or generating assets.
Meanwhile, Nintendo has been more cautious. Though not as invested in generative AI, Super Smash Bros. creator Masahiro Sakurai has admitted that the rising cost and time of game development is unsustainable—hinting that AI might play a bigger role in the future.
On the other hand, Microsoft is going all-in, announcing an $80 billion AI investment in 2025. The company is testing AI for game preservation on Xbox Game Pass and even exploring ways to revive dormant franchises.
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