Electronic Arts CEO Andrew Wilson discussed the benefits of incorporating generative AI technologies into the company's workflows at a recent Morgan Stanley business conference.
Wilson called the era of generative AI “incredibly exciting” and added that EA is “deeply involved” in the new technology. The manager sees its application in three directions: efficiency, expansion, transformation.
According to EA's internal research, generative AI has a “high likelihood of having a positive impact” on approximately 60% of game development processes, which currently take six to seven years to complete.
As an example, Wilson cited that in the past it took six months to create a stadium for a game, but now teams do it in six weeks. The executive believes that AI could increase EA's overall efficiency by 30% within five years.
According to Wilson, AI can also expand and personalize the player experience, which in the future (the same five years) will lead to an increase in audience size (from 700 million now by 50%) and an increase in monetization (by 10-20%).
In terms of transformation, better development of deeper, broader, more personal games through AI is seen as a billion-dollar opportunity in Wilson's eyes, on top of business-as-usual growth gains.
Wilson shared his enthusiasm for generative AI and its potential benefits just days after EA decided to lay off 670 employees—5% of its workforce.
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