At a recent Morgan Stanley event, Andrew Wilson, CEO of Electronic Arts (EA), shared insights on the potential of generative AI in game development. Wilson sees this era as an exciting time for generative AI, highlighting its role in three key areas: efficiency, expansion, and transformation. EA’s approach echoes these aspects.

Wilson pointed out that about 60% of game development processes at EA could gain from AI assistance. He illustrated this by referring to the creation of a stadium for a football simulator. This task previously took six months, but with AI, it now just requires six weeks. Wilson is optimistic that this timeframe could eventually shrink to merely six days.

While EA has not yet finalized its calculations, Wilson is confident that generative AI can improve the company’s efficiency by as much as 30% in the near future. This advancement represents a significant leap in the game development industry, potentially transforming how games are created and delivered to players worldwide.

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Wilson’s insights indicate a promising future for EA, where AI not only streamlines production but also opens new possibilities for innovation in game design and user experience.

As the gaming industry continues to evolve, EA’s embrace of generative AI could set a precedent for others to follow, heralding a new age of efficiency and creativity in video game development.