Game news Electronic Arts has not finished making enemies, the publisher wanted to remind players that generative AI is “at the heart” of their activity…

Game news Electronic Arts has not finished making enemies, the publisher wanted to remind players that generative AI is “at the heart” of their activity…

In the end, we always played against the AI

Of course, the meeting organized by Electronic Arts was dedicated to investors, and therefore to people who see dollars before passion, convinced that NFTs are the future and that the Metaverse will turn everything upside down. The American publisher had also assured this 3 years agobefore revising his position somewhat since history indicates the opposite. This time, the video game giant wanted to demonstrate the power of generative AI, even though industry players and gamers alike may have a grudge against this technology, which is still poorly regulated..

“AI, in its various forms, has always been at the heart of this creative journey.” said Andrew Wilson, CEO of EA, in comments reported by GamesRadar. To support his point, the boss of Electronic Arts recalled that we have always played against AI in our video games, and that now, she has evolved enough to do things for us. “This remarkable technology is not just a buzzword for us, it is at the very heart of our business.” he promised.

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“Looking for more fun”

To put numbers into words, Andrew Wilson said his group is relying on about 100 AI projects to improve “efficiency, expansion and transformation” of his company. “It’s not just about saving money. Efficiency is about doing what we already do faster, cheaper and with better quality.” he said. He added that AI could bring games “better quality”, allowing “to remove obstacles“for developers who would only have to think”looking for more fun for more players worldwide”.

The EA boss also clarified that EA Sports College Football 25 would not have been as successful as it was without AI, which helped build “150 unique stadiums and over 11,000 players”. “It’s about our incredible teams creating deeper, smarter characters, telling more personal and nuanced stories, and bringing more authenticity and deeper immersion to our sports experiences.” he added. It remains to be seen whether this “efficiency“so sought after by EA will not be to the detriment of the developers already presentand whether standardizing AI-generated content will turn off gamers. Stay tuned.