The CEO of Electronic Arts, Andrew Wilsonparticipated in the Morgan Stanley Technology Media & Telecom Conference and on this occasion spoke about the advantages of using generative AI, a technology that plays an increasingly important role for companies involved in the technology and entertainment sector.
Electronic Arts is increasingly embracing generative AI and although it is still too early to use it on a large scale, the objectives for the future are decidedly ambitious. According to Wilson, approximately 60% of the games in development in EA's studios have “a high possibility of being positively influenced by the use of generative AI” and in this sense the CEO cites the creation of stadiums in sports games.
If in the past recreating a studio in a video game could take up to six months of work, lately it takes no more than six weeks and who knows, maybe in the future six days might be enough. FIFA 23 has 12 running cycles for players while EA Sports FC 24 has 1,200 for each athlete, all made using generative AI.
Extending this concept to all other games in development, the advantages could be manyso much so that Wilson himself's goal is to use generative AI to increase the company's efficiency by 30%.
Generative AI could also improve customization options, creating more inclusive, deeper and more engaging games capable of attracting 50% more players and make consumers spend about 10% or 20% more than today.