Sony patents AI to serve ads on game loading screens

Sony filed a patent for an artificial intelligence system that would display short videos and advertisements on video game loading screens. The filing says the system would use signals from a player’s device to select and serve content while a game loads.

The application lists the types of device data the system could use, including cookies, unique device identifiers and precise geolocation. The filing says that data may be stored by, accessed by or shared with about 210 partners, which could include vendors and service providers.

According to the patent, the AI would analyze available device and account signals to determine which video or ad to present, then stream or render that content in real time during loading sequences. The filing describes loading screens as a point where brief video content can be shown without interrupting gameplay.

The patent does not specify a rollout timeline, which Sony platforms or publishers would deploy the system first, or how partner relationships would be governed in practice

Loading screens have long been used to show tips, branding and promotional material; the patent describes the AI as an automated way to select and deliver short-form video content to players during these intervals.

Players who want to limit targeted ads should look for privacy and cookie settings on platforms and in game menus to adjust consent or object to certain processing grounds where available.