A new partnership has been announced between Sony and Bandai Namco to work on generative AI.
The use of AI and generative AI seems to be growing faster than ever, with many major players exploring this field. Just last month, we saw Ubisoft looking for a generative AI experience in their new hires. Now, it seems Sony has new plans as well, with an announced partnership centered on this tool.
Sony Spoke A Lot about AI in Latest Webcast
Spotted by Destin Legarie on X (formerly Twitter), Sony had a lot to share about AI in the latest call. They first announced a collaborative pilot initiative with Bandai Namco Holdings to explore “how generative AI and the latest technologies can most effectively contribute to delighting the creator’s vision.”
Sony added that repetitive workflows are being automated, software engineering productivity is improving, and new AI tools are accelerating areas such as quality assurance, 3D modeling, and animation. The company spoke about a tool called Mockingbird that can quickly animate a 3D dance model from performance capture.
However, the company states that the role of creators will remain unchanged as AI evolves, as the “vision, the design and the emotional impact of our games will always come from the talent of our studios and performers.” AI will support their work and not replace them.
The goal is to make AI a “consumer-centric experience” that does things like the next game a player might enjoy, along with the next gameplay moment, subscription, accessory, or merchandise that best reflects their passion beyond the store. The company also spoke about PSSR using “machine learning to enhance image quality.”
Sony, Bandai Namco, and Gaudiy’s New Partnership Includes Generative AI Focus
A new announcement from Sony reveals a strategic partnership with Bandai Namco and Gaudiy, with Bandai and Sony investing 10 billion yen in Gaudiy to promote it. Through the new partnership, the companies aim to develop Japanese IP globally and create new experiences and ecosystems that “leverage their technologies and strengths.” There are 5 important themes of the collaboration between Sony, Bandai, and Gaudiy, one of which is Generative AI.
The first goal is to promote and expand Japanese IP. The second goal is to improve IP creation. The third theme is to combine the data assets of each company. The fourth theme is to build a safe ecosystem where fans and creators can participate and operate using blockchain technology.
The final goal of this collaboration is generative AI, with the aim of “create new entertainment experiences by propelling the research, development, and application of Generative AI.” They have already begun working on “concrete initiatives such as using Generative AI image technology within the official GUNPLA (Gundam model kits).”
In other news, the war between physical and digital games continues, as Sony’s FY2025 Q4 stats show a strong preference for digital PlayStation games. Additionally, Sony’s latest earnings report indicates that the PS5 will hit the 100 million mark in sales very soon. What are your thoughts on Sony exploring Gen AI? Leave your thoughts down in the comments, and join the official Insider Gaming Discord server.
For more information from Insider Gaming, read about the PS6 release date remaining uncertain amid memory prices. Don’t forget to sign up for our weekly newsletter.
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