Gaming IndustryEA studios ‘hunger’ to start using generative AI ‘as quickly as possible,’ says CEOWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
Gaming IndustryEA studios ‘hunger’ to start using generative AI ‘as quickly as possible,’ says CEOWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: EA)
A month agowe reportedthat EA CEO Andrew Wilson is champing at the bit to increase the efficiency of EA’s studios using generative AI tools, and he returned to the topic this week on a call with investors, saying that EA’s developers themselves have a “hunger” to put AI to work on their projects.
“And I would tell you, there’s a real hunger amongst our developers to get to this as quickly as possible,” said Wilson, “because, again, the holy grail for us is to build bigger, more innovative, more creative, more fun games more quickly so that we can entertain more people around the world on a global basis at a faster rate.”
It was, of course, just a couple years ago that we were hearing from games industry execs about the great potential of the blockchain and the “metaverse”—not so much anymore. For his part, Wilson didn’t go as all-in on crypto as some of his peers, callingNFTs"an important part of the future of our industry" and thenlater sayingthat “collectibility” in general is what’s important. Still, it bears repeating that executives are prone to overexcitement about tech they can hold up as a new magic bullet—or “holy grail,” as Wilson put it.
Generative AI use genuinely is spreading through the games industry, though. Earlier this year, the Game Developers Conference published the results of a survey which indicated that31% of game developers already use generative AI. AI tools are mostly used for business, marketing, and management purposes, but 25% said their studios involved generative AI in programming, and 21% said it was used in game design at their company.
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“And perhaps on a five-year-plus time horizon,” said Wilson, “we think about how do we take all of those tools we create and offer those to the community at large so that we can actually get new and interesting and innovative and different types of game experiences, again, not to replace what we do but to augment, enhance, extend, expand the nature of what interactive entertainment can be in much the way YouTube did for traditional film and television.”
I think machine learning does have more transformative potential than the blockchain stuff ever did, but I don’t have the confidence a games industry exec does to claim to know when and in what way it’ll bear out. One thing I wonder is how much joy players will actually find in using or interacting with generative AI. Already, it seems like the novelty has worn off AI image generators: You don’t see so many ‘I asked an AI what such-and-such looks like’ posts going viral anymore. Now it seems like they’re just being used to cut corners, make propaganda photos, and trick Facebook scrollers into saying “wow!” under fake interior design pictures.
In related news, Wilson also said during this week’s investors call that thenext Battlefield game will bea “tremendous live service.”
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The Last of Us season 2 trailer is a brief look at a story you should probably just play yourself in April
Lords of the Fallen publisher embraces fear of the DEI boogeyman, says it will not include ‘any social or political agendas’ in its games
Epic CEO Tim Sweeney says tech leaders are ‘pretending to be Republicans’ to gain favor with Trump, skirt antitrust laws, and ultimately ‘rip off consumers and crush competitors’
If you’re trying to convince me your ‘companionship’ robot is ‘lifelike’, maybe don’t rip her face off in the demo video
Square Enix launches new anti-harassment policy to protect its employees and partners from abusive fans
The Sims begins its 25th anniversary celebration next week with a Behind The Sims episode of news and announcements
Path of Exile 2 numberlord spends 16 straight days killing rare monsters to prove that a stat that makes loot better makes better loot
Palestinian developer raises more than $200,000 to make Dreams on a Pillow, a game about the horrors of the 1948 Nakba
Piranha Games will lay off employees after Mechwarrior 5: Clans ‘performed below projections’
Marvel Rivals’ latest update quietly killed the game’s burgeoning mod scene
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