Xbox CEO Asha Sharma said the gaming industry will be challenged to make its next-gen consoles like Project Helix affordable. When asked about what their plans are for Helix at Gamescom, Sharma said they'll be looking to "push the boundaries of performance", but an issue for the industry will be the "crisis" of costs when it comes to hardware and components. The cost of RAM has skyrocketed as the use of AI has taken off, meaning companies like Xbox are facing issues around what price is potentially passed over to the consumer with their products. Tap the link in @BBCNews's bio to see how the AI boom has already caused Xbox prices to rise. #Xbox #ProjectHelix #BBCNews