EA CEO Andrew Wilson has stated AI is “the very core of our business” and the company has over a hundred “active novel AI projects” to assist with game development.
Yesterday, the company held its Investor Day 2024, detailing its next games and innovations: including the likes of The Sims, Star Wars Jedi and Battlefield.
Yet AI was a major part of the presentation. Speaking of generative AI, Wilson said: “This remarkable technology is not merely a buzzword for us, it’s the very core of our business.”
The company has over a hundred AI projects, said Wilson, across three strategic categories.
Efficiency is not just about cost saving but “doing what we do today faster, cheaper, and at a higher quality”, he said. Expansion is about “giving our creative teams an exponentially bigger canvas upon which to create” by adding depth and intelligence to characters and personalising stories. Lastly, the company will accelerate innovation and the creation of content through Transformation.