The CEO of Electronic Arts, Andrew Wilson, recently delivered his prepared remarks at an EA earnings investor call. In his discussion, he closes out his statement by discussing how “AI is powering out future”, indicating the company’s approach towards the use of artificial intelligence in the game development cycle. This goes beyond merely coding, as he emphasises how it is being used to “push the boundaries of what’s possible in design, animation and storytelling”. These are three considerably human art forms, but EA is opting to use AI to “enhance” them further.
The statement by Wilson comes following recent layoffs of an estimated 300-400 workers, particularly within Respawn Entertainment, which also came with the cancellation of an unannounced Titanfall game. Whilst EA may seek to use AI to enhance gaming experiences, this has seemingly come at the cost of their own workforce, with the specification that AI will be leading the “future” of EA suggesting a turning point within the executives mindset towards the use of artificial intelligence.
The use of AI is a controversial one with many gamers and industry workers, with most agreeing that it does serve a purpose to help within the technological development of a title, but the creative elements such as design and storytelling – examples EA chose to highlight their AI use – should remain strictly human. Despite the controversy, EA seems ready to push ahead with their AI-future approach, and time will tell how this decision plays out. For more on EA’s latest investor call, check out our coverage on Apex Legends and its anticipated revenue decline.
How do you feel about EA’s approach towards AI as the future of the company, particularly following the loss of workers just last week? Let us know your thoughts in the comments down below, and keep your eyes on GameLuster for more breaking news and industry analysis.
