Electronic Arts (EA), the gaming giant behind franchises like FIFA, Madden, and The Sims, is making a bold move towards the future of gaming with artificial intelligence (AI). During its Investor’s Day 2024 stream, EA announced a comprehensive AI strategy encompassing over 100 projects, including multiple generative AI technologies. CEO Andrew Wilson emphasized the pivotal role AI will play in unlocking long-term value for both investors and gamers.
EA plans to leverage AI across three key areas:
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Efficiency:
AI will be used to streamline game development, accelerating the process of creating high-quality games. An example of this is the use of AI in the development of *College Football 25*, where AI generated 150 unique stadiums and 11,000 player likenesses.*
Expansion:
AI will be used to expand the worlds within EA games, offering players a greater variety of environments, characters, and experiences. Imagine generating new levels or characters on demand with the power of AI.*
Transformation:
This is where things get truly exciting. EA envisions AI completely revolutionizing how players create, share, and play custom game content. The company is developing experimental tools, similar to ChatGPT, that allow players to generate in-game maps and jump right into the action simply by describing what they want. Imagine creating your own game levels or scenarios through text prompts, with AI instantly bringing your visions to life.EA is not just talking about AI – it’s already actively deploying it across its games and operations. The company sees AI as more than just a buzzword; it’s viewed as a core element for driving future growth and innovation. Wilson highlighted that EA has been using machine learning and AI for years, and now, with the advent of generative AI, they are poised to deliver a truly transformative gaming experience.
EA plans to implement AI across all its games, especially those with robust live services like its annual sports titles. Games like *Skate* and *The Sims*, known for their focus on player creativity and customization, are also prime targets for this innovative AI technology. The potential for AI in gaming is vast, and EA’s commitment to its development could have a significant impact on the future of the industry.
