Sony is collaborating with Bandai Namco Holdings Inc. on a pilot initiative to leverage generative AI in video production. Sony President and CEO Hiroki Totoki described AI as an 'amplifier of human imagination,' asserting that it will not replace artists but enhance their productivity. Despite the vague nature of this collaboration, Totoki noted significant gains in speed and productivity. However, he acknowledged challenges such as consistency and controllability, which are crucial for professionals. Hideaki Nishino, chief of Sony Interactive Entertainment, highlighted the integration of AI in PlayStation development, particularly in speeding up game production cycles and maintaining quality. This comes amid Sony's recent announcement of a 46% drop in PS5 sales, with only 1.5 million units sold in the last quarter. The company has also increased console prices twice in the past year, reflecting ongoing challenges in the tech industry.