Former Sony Boss Jack Tretton Joins New AI Company

The former president of SCEA parted ways with Sony earlier this year.

Image courtesy of PlayStation Blog
Image courtesy of PlayStation Blog

It hasn't taken Jack Tretton, the former president of Sony Computer Entertainment America, long at all to find himself a new position; artificial intelligence development company Genotaur announced today that Tretton has joined its advisory board.

"Genotaur has an incredibly impressive array of resources and expertise that will greatly enhance the way consumers interact with technology. I look forward to sharing my passion for bringing interactive entertainment and cutting edge technology products to market with the team," Tretton said as part of today's announcement.

The San Diego-based Genotaur was founded last year and is working on a project aspiring to create "new forms of intelligent interactive interfaces between humans and computers" that it will then license out to other companies.

Although the venture may not be directly tied to video games, today's announcement notes that games are one of several fields that could license out the technology Genotaur is working on. Tretton is also not the only person involved with the company to have a past in the games industry; consultant Tim Hays previously worked at Electronic Arts, Sega, and Sony, among other companies, and fellow advisory board member Rob Wyatt was the lead system architect on the original Xbox.

"This is a very exciting time for us at Genotaur as we develop new products and scale our business, focusing initially on implementation within the computer entrainment business," said CEO and president Tony Simpson. "Jack's experience in every area of building and operating consumer products and interactive entertainment companies will help us grow our capabilities at Genotaur. We are fortunate to have an executive of Jack's knowledge and experience base on our team."

Tretton, who worked at Activision before coming to Sony, left SCEA at the end of March in what was described as a "mutual agreement" between the two parties. He had been at SCEA since 1995, working on the North American launch of every PlayStation platform since the original. He was named president and CEO of the company in 2006 and remained in that role until his departure earlier this year, when he was succeeded by Sony Network VP Shawn Layden. On his way out, Tretton even earned the praise of Xbox boss Phil Spencer.

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