The computer and video game market are gradually being transformed by artificial intelligence (AI). There are already examples in the market of how AI is changing the gaming experience by creating entire virtual worlds. Now, Sony is coming with a new idea – AI characters that will elevate games to the next level.
AI Trends in the Gaming Market
The latest market research report, Global Artificial Intelligence (AI) Market in Games 2025-2029, emphasizes that AI is transforming the gaming market by enabling AI to create content and adapt virtual reality (VR) or augmented reality (AR). According to the Technavio report, the global AI gaming market will grow by $27.47 billion from 2025 to 2029, or 42.3%.
According to Statista, as of January 2025, 36% of game developers worldwide claim that their studios or departments already use generative AI tools. Meanwhile, only 9% stated that they do not use AI tools but are interested in them.
Sony Unveils Its Experiments with AI Characters
Sony announced that it is developing at least one AI character prototype for PlayStation. A video circulated online showcasing an AI-driven version of Aloy from Horizon Forbidden West (the video was later removed from YouTube due to copyright violations).
In principle, the AI version of Aloy will be able to hold a conversation with the player via voice commands during gameplay. Responses to queries will be delivered with AI-synthesized voice and facial movements, though it is noted that this is still a prototype AI character created with Guerrilla Games for an internal demo at Sony.
The technological demonstration uses OpenAI’s Whisper for speech-to-text and both GPT-4 and Llama 3 for conversations and decision-making. Additionally, Sony has its own internal emotional voice synthesis system, which will be used for speech generation, and facial animation is powered by Sony’s Mockingbird technology.
It is claimed that this demo version was shown not only on a computer but also tested directly on PS5 consoles.
What Significance Could AI Characters Have in the Gaming Market?
In principle, the application of AI in the gaming sector opens opportunities for better and more unique development in the industry. For developers, AI provides more opportunities to create authentic and dynamic games.
With the ability to interact with AI characters, users can enjoy a personalized experience, increased engagement with the game, and more natural interactions, which introduce more emotion and context.
These same AI capabilities allow for the creation of unique game plots and stories based on the individual player’s decisions, queries, and more.
Other Market Examples of AI Characters
Other manufacturers are also developing similar technologies currently being refined by Sony. For example, Nvidia is creating a similar technology designed for AI-driven NPCs in games, where players will be able to freely talk to video game characters.
Microsoft, in collaboration with Inworld AI, is also working on integrating AI characters into Xbox so that game developers can use AI game characters for storylines, among other things. The company has created the Muse AI model, which generates the game itself.
Final Word
Although Sony is still in the experimental phase, it is firmly taking a step towards expanding AI character development, as we can see among various market players.
This move will spark discussions about the development of AI- powered game characters, their role in the gaming market, and how they are changing the experiences of game developers and end users.
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