Sony Group Corporation Tech Radar: Deploying generative AI to disrupt game and animation production

Sony Group Corporation's biggest technology focus is actively deploying generative AI to disrupt its own game and animation production pipelines to drive long-term revenue growth.

Executives explicitly confirmed promoting generative AI as a "strong tool in the toolbox" for creators, particularly in game development, with a clear mandate that "if that disrupts the existing process, we should be the one disrupting rather than the one being disrupted". Additionally, Sony completed the acquisition of STATSports, combining its active tracking tech with Hawk-Eye and KinaTrax optical tracking to deliver real-time data and industry-leading sports analytics solutions to teams worldwide.

Sony is undertaking a massive shift toward live service games as a recurring revenue model, a transformation that inherently implies the need for robust cloud infrastructure, backend server hosting, and real-time player data analytics to maintain persistent engagement.

The company is also spinning its legacy TV and home audio business into a joint venture with TCL, a move that will likely require significant IT systems migration, supply chain software integration, and enterprise decoupling.

All sourced directly from Sony Group Corporation's Q3 2026 earnings call.