Sony Interactive Entertainment announced plans to expand machine learning systems on the PlayStation Store to personalize recommendations for games, subscriptions, accessories, and merchandise based on individual player behavior and preferences.

In May 2026, CEO Hideaki Nishino stated that 'the value of our platform will lie in its ability to recommend and personalize at scale' and confirmed that the company is 'building on this success with ongoing projects that will use machine learning to provide the best value possible to our customers.' The specific system that is currently live versus what is planned for future expansion is not clearly delineated in available sources. Sony confirmed that AI models already contribute to platform operations, but the scope of current live recommendations versus announced future capabilities is ambiguous.