As reported by Eurogamer, EA’s president of enterprise growth, Laura Miele, has stated that AI has led to a “actual rise in creativity” on the firm’s studios.
Miele made the remarks in dialog with GamesIndustry.biz alumnus Christopher Dring at The Sport Enterprise Stay on June 8, throughout Summer season Sport Fest. In reply to the query “Will the rise of AI instruments result in shorter growth cycles?”, she replied: “Maybe in some elements they may. I actually imagine in what I’ve seen, that I am fairly enthusiastic about.”
She continued: “I’ve all the time needed to… assist our studio builders take away friction, and I’ve all the time form of needed to be a hero to them and assist them create career-defining experiences. And I believe that AI, what I’ve seen, how AI has enabled eradicating friction from our pipelines and our instruments and our workflows, has been fairly thrilling.
“It is eliminated some tedium out of their jobs – and I’ve seen sooner prototyping, I’ve seen sooner creativity, and shorter, sooner conversations round creativity and coming to alignment. And so… I believe it is tremendous fascinating. I believe there’s an actual rise of creativity that comes from eradicating among the tedious duties about growth.”
Again in 2024, EA CEO Andrew Wilson talked about how generative AI may make its growth course of “extra environment friendly” and assist give builders “extra energy.”
“We’re the way it could make us extra environment friendly, how [it can] give our builders extra energy, and the way [it can] give them again extra time and permit them to get to the enjoyable extra rapidly,” he stated.
“Based mostly on our early evaluation, we imagine that greater than 50% of our growth processes can be positively impacted by the advances in generative AI.”
Earlier this yr, soccer commentator Man Mowbray gave EA permission to “replicate his voice” by way of AI to generate participant names.
Nonetheless, generative AI stays a controversial subject within the business. A survey performed by GamesIndustry.biz firstly of 2026 discovered that with minor variations, greater than four-fifths of video games business respondents believed that no quantity of AI-generated content material is appropriate within the growth course of. In the meantime, senior figures from throughout the video games business supplied differing opinions on precisely how the know-how may or needs to be utilized in a particular function as a part of AI Week on GamesIndustry.biz.
Digital Arts is being acquired by a consortium of buyers together with Saudi Arabia’s Public Funding Fund, Silver Lake, and Affinity Companions, with the deal set to undergo by the top of June. Analysts lately spoke to GamesIndustry.biz about why the $55 billion acquisition is not your typical leveraged buyout.
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