Content-generating AI is not just a buzzword in the publishing industry, it is a business imperative!

During Electronic Arts’ Investor Day, the publisher’s CEO Andrew Wilson expressed just how serious they are about using generative AI: “AI in its various forms has always been central to this creative journey. We all remember playing against AI, and it has evolved into today’s innovations in generative AI. This remarkable technology is not just a buzzword for us; it’s at the core of our business. Beyond writing or coding AI to ensure the believability of our characters, we have always used forms of machine learning and AI in our games and processes. We currently have over 100 active novel AI projects in three strategic categories: efficiency, expansion, and transformation.

Let me talk about efficiency first. This is not just about cost savings today. Efficiency is doing what we do today faster, cheaper, and with higher quality. It means driving more iterations, more testing, and higher quality content for our communities. It means removing barriers for our game developers. It means culturalizing content across geographies so they can focus on making more fun for more players around the world. Reducing these friction points leads to deeper player experiences.

Expansion is about giving our creative teams an exponentially larger canvas and richer colors to paint more brilliant worlds. It’s about our incredible teams creating characters with more depth and intelligence, telling stories that are more personal and nuanced, and delivering more authenticity and deeper immersion. For years, we at EA have talked about how our games deliver experiences that are always new and different. With generative AI, we believe we can truly deliver on that promise for billions of people and billions of hours.

Transformation is about looking much further into the future and finding new ways to play, watch, create and connect that we can’t even imagine today. We believe that AI will greatly expand and transform the entertainment experience for user-generated content. It will accelerate how entertainment innovators and creators build and deliver experiences rooted in self-expression, content creation, curation and instant gratification – the kind of entertainment today’s gamers and fans crave,” Wilson said.

But Electronic Arts isn’t the only one going all-in on generative AI. Microsoft has partnered with Inworld AI to create a cross-platform toolkit for game developers, and Ubisoft demonstrated the technology at this year’s GDC. EA, however, is believed to have opted for an in-house solution…

Source: WCCFTech,