Demon Slayer Producer Embraces AI While Honoring Japanese Creative Traditions
Aniplex, a key player in the anime scene and a subsidiary of Sony Music Entertainment Japan, has been a significant force in the industry for over three decades. The company has been involved in the production and distribution of iconic franchises like Naruto, Bleach, Sword Art Online, Fate, Solo Leveling, and Demon Slayer. In a recent interview, Shu Nishimoto, who took the helm as Aniplex president earlier this year, shared insights into the company’s strategy and vision, which notably includes a contentious perspective on AI.
As part of Sony’s expanding influence in the Japanese entertainment sector, Aniplex plays a crucial role. The conglomerate also owns Crunchyroll, the largest anime streaming service worldwide, and holds a major stake in Kadokawa Corporation. Animation studios A-1 Pictures (known for Solo Leveling) and CloverWorks (famous for Spy x Family) operate under Aniplex. Additionally, Aniplex is involved in the production of the Demon Slayer anime, which has produced the two highest-grossing anime films ever, Mugen Train and Infinity Castle, both distributed globally by Aniplex.
When it comes to lucrative anime properties, Aniplex is often at the center of the action. Nishimoto emphasized that this is just the beginning for the company. “We do not want to be satisfied with where we are today,” he stated. “Starting from each IP, we’ll continue to explore the most suitable forms of output for that IP, including theatrical releases, streaming, merchandising, games, live events, exhibitions, and other opportunities.”
AI’s role in this vision is not off the table. “Aniplex’s top priority is to create works together with creators, including animators,” Nishimoto noted. “If AI can positively impact creators’ work or enhance the creative process, we would be open to carefully considering its use.”
While this sentiment isn’t groundbreaking, it does resonate with many corporate leaders and creatives alike. However, it feels particularly striking coming from the president of a company linked to Demon Slayer. Earlier this year, Ufotable’s president Hikaru Kondo, who is also the writer and chief director for Demon Slayer: Kimetsu no Yaiba — The Movie: Infinity Castle, addressed AI’s role, stating, “Our studio, Aniplex, and Ufotable will continue to work with our hand-drawn artists, our writers, our voice actors, and the talent that help bring this emotion to the big screen.”
Nishimoto’s presidency began in April after a long tenure as president of Aniplex of America, and his comments may reflect a shift in company philosophy. Interestingly, he also stressed the importance of maintaining the originality of anime as a distinctly Japanese art form: “I believe Japanese anime is a highly original form of content, created through a unique combination of Japan’s distinctive worldviews, visual direction, storytelling, and cultural context.”
He also touched on a significant issue for the anime industry: the impact of the international market. “Rather than diluting the individuality of our IPs to fit the global market, I believe it is important to preserve the essence of Japanese creativity and deliver its appeal more deeply to fans in each region.”
This is a compelling assertion, especially considering that the international market represents over half of the Japanese anime industry’s value, estimated at around 4 trillion yen (approximately $25 billion). Nishimoto pointed out that the originality of the content is what has allowed it to connect with global audiences. “This originality is the most important value that we must continue to pursue, and it is also one of our greatest competitive strengths in the global market,” he said.
The challenge remains: can the originality of an art form be preserved while allowing AI to “contribute to the development of the creative process?” This is a question that Aniplex and similar companies will need to address in the near future.
