Sony files new AI feature patent that can play ads during loading screens

Sony has patented AI software that can estimate game loading times and use loading screens for ads or other media.

The system could show promotional videos, highlight reels, or match-related reports while a game loads.

The patent was filed in 2024 and published in 2026, but there is no confirmed consumer rollout yet.

If adopted, it could create a new ad format for games, though it may also spark backlash from players.