Andrew Wilson the CEO of Electronic Arts talked about generative AI in EA investor conference 2024. He mentioned AI as the “core” of their business when it comes to efficiency and cost savings strategies.
On EA Investor Day 2024, EA executives presented advantages and usage of AI in their company. The company’s CEO, Andrew Wilson also talked about generative AI as not “just a buzzword” but AI as the core of their business.
In his statement, the CEO elaborated how AI has been a constant part in the overall journey of the gaming world. Previously the players competed against AI components in the games, which has now evolved to generative AI.
“This remarkable technology is not merely a buzzword for us – it’s the very core of our business,” said CEO of EA Games.
Generative AI allows players for more immersive gaming experience. It helps them create high quality content by allowing the games to adapt and respond in real time to make unique game experiences.
Electronic Arts has over 100 active ML and AI projects
Furthermore, Wilson shared that EA games currently has more than 100 active machine learning and artificial intelligence projects in plan. These projects fall in three categories including efficiency, expansion and transformation.
The CEO explained efficiency as more than just cutting costs. He claimed that AI will assist the company in handling development and business tasks faster. He mentioned the AI approach as cheaper with higher quality results.
Wilson shared the example of College Football 25 with its successful release. He credited AI for the 50 unique stadiums and over 11,000 player likenesses in the game.
After Wilson’s speech, the President of Entertainment and technology in Electronic Arts games, Laura Miele continued the AI conversation. She showcased the previous AI concepts which in future, the studio plans to use in game development.
“We cannot talk about technology without talking about AI,” said Laura Miele.
One of the concepts included a realistic AI CG character model taken from a photo and animated with voice prompts. In another example, she gave live instructions to an AI chatbot in order to generate a Paris style building transforming it into a modern high-rise structure. These AI tools still require finishing since they were the early concepts by the company. Despite AI still being a controversial topic due to its association with image theft, data scraping, and job displacement, the EA Investor Day presentations revealed the company’s strong inclination toward AI tools for future projects.