Sony CEO Hiroki Totoki believes anime’s growing popularity will depend on the creativity and craftsmanship behind Japanese animation, even as artificial intelligence makes it easier to produce anime-style content. Speaking to The New York Times in a report published on November 8, 2026, Totoki argued that audiences are willing to pay for the emotional connection and originality that human creators bring to entertainment.
“You can create copycat and similar content,”
Totoki said,
“but originality and authenticity are ultimately most important.”
His comments come as Sony continues to expand its anime business through Crunchyroll, Aniplex and strategic partnerships. The company sees anime as a major growth opportunity, but Totoki believes its creative value cannot be measured in the same way as mass-produced consumer products.
Sony Believes Human Creativity Will Help Anime Compete With AI
Totoki explained that competition in traditional electronics often becomes a race to manufacture products at lower costs once they become widely available. Entertainment works differently because audiences can develop emotional connections with original characters, stories and creative worlds.
He recalled nearly crying when he first watched a Demon Slayer movie in a theater because of his connection to its characters. For him, that emotional response demonstrates the value of human craftsmanship in entertainment.
Sony has also outlined its position on artificial intelligence in its corporate strategy. During its May 2026 corporate strategy presentation, Totoki said that
“human creativity must remain at the center”
and described AI as a tool rather than a replacement for artists and creators.
The challenge is becoming more significant as studios in China and South Korea increase investment in high-budget anime-style productions. AI tools are also making it possible to generate animated clips much faster, creating additional competition for traditional Japanese studios.
Crunchyroll and Anime Investments Remain Central to Sony’s Strategy
Sony has spent several years strengthening its position across the anime industry. It acquired Crunchyroll in 2021, invested approximately 50 billion yen in Kadokawa through a strategic alliance announced in December 2024, and established a partnership with Bandai Namco.
Crunchyroll’s growth demonstrates the scale of the opportunity. Sony reported that the streaming service surpassed 21 million paid subscribers worldwide by the end of March 2026. The company is also expanding its anime operations across production, marketing, merchandise and global distribution.
However, Japan faces a significant production challenge. Its animation studios continue to struggle with artist shortages, demanding working conditions and low pay. Traditional hand-drawn animation also requires considerable time and labor, making it difficult to increase production quickly as international demand grows.
Sony’s strategy ultimately depends on maintaining the qualities that made Japanese anime popular worldwide. With AI and international competitors entering the market, Totoki believes originality and the human effort behind animation will remain important reasons audiences choose Japanese entertainment.
