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Will AI Replace Human Creativity In The Gaming Industry?

As artificial intelligence (AI) continues to permeate various sectors, it brings both opportunities and concerns. In the gaming industry, where innovation and creativity are paramount, the question of whether AI might replace human workers is gaining attention.

In a recent interview with the BBC, PlayStation executives Hermen Hulst and Hideaki Nishino emphasized that while AI is transforming game development, it will not replace human creativity. Hulst, CEO of Sony Interactive Entertainment, assured that AI’s role will be to enhance rather than eliminate the human touch in game creation. Nishino echoed this sentiment, pointing to a future where the industry embraces both advanced AI-driven tools and handcrafted, artistic game design.

A Sector Undergoing Transformation

Sony Interactive Entertainment, one of the industry’s giants with a market capitalization exceeding $107 billion as of March 2024, reflects this balance in its strategy. The company has been navigating a dynamic landscape, marked by the success of its PlayStation 5 console and challenges like job cuts affecting the wider industry.

The gaming sector has faced a slowdown in demand since the COVID-19 pandemic, leaving developers to grapple with economic pressures. At the same time, AI advancements are introducing automation to tasks like animation, testing, and procedural world-building. Despite these changes, Sony remains steadfast in its belief that technology cannot replace the artistry and intuition of human game developers.

The Road Ahead

The industry is likely to pursue a hybrid approach in the coming years, leveraging AI to optimize workflows while preserving the human creativity that drives memorable gaming experiences. Developers will still play a critical role in crafting unique and emotionally resonant content, ensuring that the “soul” of gaming remains intact.

As the gaming sector adapts to these shifts, the synergy between human ingenuity and AI innovation could pave the way for groundbreaking advancements, securing a future where both coexist harmoniously.

Capital Deployment Emerges As Key Growth Driver For Greek Banks

UBS highlighted Eurobank and Alpha Bank in a report shared by Greek business outlet Newmoney, as investors increasingly focus on the lenders’ regional footprints, including Cyprus. Greek banks remain among the clearest beneficiaries of the country’s economic recovery, while more disciplined capital deployment could create further value for shareholders.

Despite recovering from lows during the Middle East crisis, Greek banks continue to trade at a discount to European peers. UBS sees potential for a rerating as lenders combine selective acquisitions with higher shareholder distributions.

Strong Fundamentals Support The Outlook

UBS expects performing corporate lending to grow about 8% annually between 2025 and 2028, while net interest margins are believed to have reached their low point. Improving net interest income and fee income should support earnings, while non-performing exposures and the cost of risk have fallen more than expected.

Greece is also expected to sustain GDP growth of roughly 2% annually, supported by investment backed by the EU’s Recovery and Resilience Facility. The country has received around €25 billion of the €36 billion available, while UBS forecasts a primary surplus of up to 3.5% of GDP in 2025 and public debt falling to 138% of GDP in 2026 and 133% in 2027.

Eurobank And Alpha Bank Stand Out In Cyprus

Eurobank drew particular attention following its acquisition of Hellenic Bank in 2025, which expanded its presence in Cyprus. UBS sees further growth potential across south-eastern Europe and considers the Hellenic Bank and Eurolife acquisitions positive for profitability and return on tangible equity.

Eurobank received a buy rating and a €5.10 price target, implying 11.7% upside. Alpha Bank also received a buy recommendation, with a €4.90 target implying 8.7% upside, supported by improving profitability, value-enhancing acquisitions and its share buyback program.

Piraeus And National Bank Offer Further Upside

Piraeus Bank was UBS’s top pick, with a buy rating and a €12 price target implying 18.8% upside. The bank cited long-term growth prospects, improving return on tangible equity and the expected acquisition of National Insurance, which would expand its financial services and bancassurance platform.

National Bank of Greece received a buy recommendation and an €18.70 target, implying 12.7% upside. UBS cited its profitability, capital position and credit quality, while its agreement with Allianz could provide further support to earnings and return on tangible equity.

Capital Discipline To Shape The Next Phase

UBS expects stronger lending, fee income, lower credit risks and continued economic growth to support Greek banks. However, the report argues that capital allocation will increasingly determine performance as lenders move beyond balance-sheet expansion.

For Eurobank and Alpha Bank, regional expansion, acquisitions, improving profitability and shareholder returns are expected to drive the next phase, while UBS sees further upside across the sector as lending and capital distributions strengthen.

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