Sony Interactive Entertainment (SIE), the company behind the PlayStation brand, has acquired Cinemersive Labs, a British company specializing in machine learning and computer vision, a technology Sony wants to use in its games.
Sony Interactive Entertainment (SIE), the company behind the PlayStation brand, has acquired Cinemersive Labs, a British company specializing in machine learning and computer vision, a technology Sony wants to use in its games.
Following the acquisition, Sony will incorporate Cinemersive Labs into its Visual Computing Group. Sony said in a statement that it plans to use machine learning to «enhance visuals in gameplay,» as well as improve rendering technologies and «achieve a new level of visual realism for players».
«We look forward to having the Cinemersive Labs team join SIE and continuing to work to ensure PlayStation remains the best place to play games,» SIE said.
In early 2026, it was reported that the company had patented the technology of a personal «AI ghost» for games. In difficult moments, it should suggest solutions, demonstrate the correct button presses, and, if necessary, temporarily take control.
It was previously reported that PlayStation’s internal studios will use artificial intelligence and machine learning to speed up the video game development cycle. AI has already been used in Marvel’s Spider-Man 2.
