PlayStation Exec Says AI Is Important to Gen Z and Gen Alpha Gamers Who Want 'Personalization Across Everything'

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Developing artificial intelligence for use in video games is important to Gen Z and Gen Alpha gamers who seek "personalization across everything," according to a PlayStation executive.


In an interview with parent company Sony, head of PlayStation Productions and head of Product at PlayStation Studios Asad Qizilbash weighed in on the controversial topic of AI within video games. He noted its development would allow for more personalized experiences in games, which is of particular importance to Gen Z (those born from 1997 to 2011) and Gen Alpha (those born from 2010 to 2024).

"Advancements in AI will create more personalized experiences and meaningful stories for consumers," Qizilbash said. "For instance, non player characters in games could interact with players based on their actions, making it feel more personal.

"This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally and are looking for personalization across everything, as well as looking for experiences to have more meaning."

This is important for the younger Gen Z and Gen Alpha audiences, who are the first generations that grew up digitally.

Video games have endured a particularly complicated relationship with AI since its re-emergence in the last couple of years, and the debate will likely only grow larger and more complex in the coming years and as companies like Sony look even further ahead.

Embark Studios, the developer of smash hit shooter The Finals, was criticized for using AI voiceovers by myriad actors and even other developers, for example, but Embark told IGN that "making games without actors isn't an end goal" and claimed it used a mix of both recorded audio voices and audio generated via AI text to speech tools for its games.

Video game voice actors have also called out AI-generated explicit Skyrim mods, and Assassin's Creed Syndicate voice actress Victoria Atkin called AI-generated mods the “invisible enemy we're fighting right now” after discovering her voice was used by cloning software. Paul Eiding, the voice actor behind Colonel Campbell in the Metal Gear Solid series, also condemned its use.

The Witcher voice actor Doug Cockle also expressed caution and frustration at the growing presence of AI within the video game industry, calling it "inevitable" but "dangerous." Ironically, however, the biggest developer to use AI for voice acting so far is The Witcher studio CD Projekt Red, though this was only done to replace a deceased voice actor after gaining permission from the family.


Ryan Dinsdale is an IGN freelance reporter. He'll talk about The Witcher all day.