Electronic Arts (EA) CEO Emphasizes Benefits of Advanced Generative AI in Game Development

During a recent financial results investor call on May 7, Electronic Arts (EA) CEO Andrew Wilson highlighted the potential for advanced generative AI to revolutionize game development. Wilson expressed that integrating AI technologies would not only streamline the development process but also enable the company to produce games more quickly on a global scale.

Wilson revealed that EA has already incorporated AI into its game development strategy, citing the EA Sports FC series as an example. He explained how AI has allowed the development team to expedite the creation of football stadiums and generate a diverse range of animations.

According to Wilson, AI has been a fundamental element of EA’s game development approach since its inception. By harnessing the power of AI to replicate human intelligence within gameplay experiences, EA has witnessed significant improvements in efficiency and creativity.

One striking example provided by Wilson was the evolution of animation in EA’s games. In FIFA 23, the team incorporated 36 run cycles to enhance the realism of player movements. However, in EA Sports FC 24, this number skyrocketed to 1,200 run cycles, resulting in unparalleled individuality and immersion for each player.

Looking ahead, Wilson envisions AI playing a crucial role in enhancing the efficiency and productivity of EA’s game development process. He suggested that more than 50% of development processes could be positively impacted by AI, paving the way for the creation of larger and more immersive game worlds that resonate with players worldwide.

As EA continues to explore the possibilities of generative AI, Wilson emphasized the company’s commitment to empowering developers and delivering innovative gaming experiences to a global audience. By leveraging AI technologies to their full potential, EA aims to entertain and engage players around the world at an accelerated pace.