GamesEA execs say generative AI is “not merely a buzzword for us, it’s the very core of our business,” then pretend to tell a computer to generate buildings live on stageWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
GamesEA execs say generative AI is “not merely a buzzword for us, it’s the very core of our business,” then pretend to tell a computer to generate buildings live on stageWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: EA)
EA gathered a whole bunch of executives and bean counters together for a lengthyInvestor Day presentation today, September 17, much of which gave two big thumbs up to myriad forms of generative AI, an increasingly divisive topic in the games industry and a driving reasonbehind the video game actor strike.
“AI in its different forms has always been central to this creative journey,” begins EA CEO Andrew Wilson. “We all remember playing against the AI. And it has evolved into today’s innovations in generative AI. This remarkable technology is not merely a buzzword for us – it’s the very core of our business.”
“Right now we have over 100 active novel AI projects across three strategic categories: efficiency, expansion, and transformation,” Wilson explains, diving right into efficiency. “This does not just mean cost savings today. Efficiency is doing what we’re doing today faster, cheaper, and at a higher quality. That means driving more iteration, more testing, and higher quality content for our community. It means removing obstacles for our game developers. It means culturalizing content across geographies so they can focus on finding more fun for more players around the world.”
“The lowering of these friction points leads to deeper gameplay experiences,” he continues. “For example, we would not have created the smash hit College Football 25 without AI. That’s how 150 unique stadiums and over 11,000 player likenesses are in the game.” Again, this College Football example parallels one of the more popular or at least widely embraced applications of AI: let humans use it to speed up a job that humans don’t need to do. It’s that boundary, whatneedsa human touch, that gets a bit blurry in EA’s full-throated AI roadmap.
“Expansion is about giving our creative team an exponentially bigger canvas upon which to create, and richer colors so they might paint more brilliant worlds,” Wilson espouses. “It’s about our incredible teams creating characters with more depth and intelligence, telling stories that are more personal and nuanced, and bringing more authenticity and deeper immersion to our already unrivaled sports experiences.” Fellow AAA publisherUbisofthas similarlytalked up AI-powered NPCs, often with strange results.
“We believe AI will greatly expand and transform the entertainment experience for user-generated content,” Wilson concludes. “It will accelerate how innovators and creators in entertainment are building and delivering experiences rooted in self-expression, content creation, curation, and instant gratification – the kind of entertainment that today’s players and fans deeply crave.”
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Electronic Arts - Investor Day 2024 - YouTubeWatch On
Electronic Arts - Investor Day 2024 - YouTube
Electronic Arts - Investor Day 2024 - YouTube
The mic is then passed to Laura Miele, president of EA entertainment and technology, who revisits AI and generative AI later in the presentation. “We cannot talk about technology without talking about AI,” she reckons. Miele also brings some color to Wilson’s earlier claim: “Today our team manages over 100 machine learning and large language models on the central platform.” The shape and output of these systems is the focus of a section on SEED, or the Search for Extraordinary Experiences Division, and a shared asset library tethered to many AI initiatives.
The two key questions with AI, Miele says, are these: “How will it benefit our players' experience? And how will it enable our developers to do their very best work?” To answer them, she points to EA’s Frostbite engine, “which only gets more powerful when paired with our shared data.”
“We are in a multi-year effort to centralize decades of high quality 3D data and assets,” she explains. “This library is like the Smithsonian of game assets. They are fully curated, labeled, and exclusive to our teams. This provides our developers with a wealth of content that allows for rapid prototyping, but also game-ready assets they can quickly modify to go directly in their games.”
Again, a lot of this sounds like some of the more accepted upsides and purposes of AI in the games industry. In fact, this section, in particular, is pretty normal game engine stuff – access to assets which can, at the very least, serve as a ready-made basis for prototyping. It’s the relationship between this asset library and the aforementioned SEED initiative that may raise eyebrows among the less AI-hungry.
(Image credit: EA)
“This library also serves another essential purpose in that it educates our machine learning and large language models with our proprietary data, and as you would imagine this has become more and more critical in this new age of AI,” Miele adds.
“This group of researchers, PHDs, and data scientists are focused on areas such as AI-enabled game development, generative arts, and procedural content to push the boundaries of what is possible in interactive experiences,” Miele says of SEED. “One of the exciting projects they’re working on is called Script to Scene. This initiative aggregates multiple workflows to create a powerful tool for developers to create characters, direct performances, and define worlds all from text.”
This is where the wheels on this presentationreallythreaten to lose their grip on the tracks. In a video demonstration showing how this Script to Scene project can turn prompts into assets or even experiences, which does notably have a disclaimer that it “depicts early-stage concept only,” EA briefly shows off a female character (above) who can purportedly be generated “from just a photo” and then animated and rigged “using just a voice.”
The crown jewel of this presentation is a demonstration on AI-generated buildings. Miele, loosely keeping pace with a video showing a chatbot-esque exchange between a user and an AI interface, requests a Parisian apartment building. Poof! A building appears on-screen. “I don’t know, let’s maybe make it taller,” she asks. And lo, the building gets taller. “Let’s do a modern high-rise building,” she says, at which point this AI – rather, this video example of AI – spits out a bizarre amalgamation of uneven, amorphous floors covered in random white external walls that look like concrete scaffolding.
“Zooming out even further, the technology can extend to neighborhoods, cities, and eventually worlds that populate gaming environments, instantaneously,” Miele says. “If you add to these workflows procedural performance direction, intelligent agents, you get this amazing collection of AI-generated actions that culminate into a scene from a simple text or voice prompt.”
EA doubles down, stopping just short of pouncing on the phrase that is the dream of every AAA investor: Computer, make me a video game. You could argue that this kind of moonshot proposal is exactly what stirs up the AI “buzzword” discourse Wilson alludes to.
Activision Blizzard is reportedly already making games with AI, and quietly sold an AI-generated microtransaction in Call of Duty: Modern Warfare 3.
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GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Squid Game season 2 review: “Secures its place as one of the best shows on television right now"2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Squid Game season 2 review: “Secures its place as one of the best shows on television right now"2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Squid Game season 2 review: “Secures its place as one of the best shows on television right now"2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS1Nemesis review: “A magical sense of tension"2Arcs review: “A whole lot of game in a small package"3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure"4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years"5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths"1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show"2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie"3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action"4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien"5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite"1Squid Game season 2 review: “Secures its place as one of the best shows on television right now"2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat"3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses"4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist"5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
GAME REVIEWSMOVIE REVIEWSTV REVIEWS
1Nemesis review: “A magical sense of tension”
1Nemesis review: “A magical sense of tension”
1
Nemesis review: “A magical sense of tension”
2Arcs review: “A whole lot of game in a small package”
2Arcs review: “A whole lot of game in a small package”
2
Arcs review: “A whole lot of game in a small package”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
3Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
3
Path of Exile 2 review: “A stellar start to a thrilling and brutal dark adventure”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
4
Indiana Jones and the Great Circle review: “The best adventure Indy has embarked on in over 30 years”
5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
5Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
5
Marvel Rivals review: “So preoccupied with trying to be like Overwatch that it forgets to play to its own strengths”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
1
Sonic the Hedgehog 3 review: “Keanu Reeves as Shadow is wasted whilst Jim Carrey steals the show”
2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
2Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
2
Mufasa: The Lion King review – “It’s no Hakuna Matata but this Disney origin story is a class above the 2019 movie”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
3
Kraven the Hunter review: “The insistence on an R-rating helps save this, with a decent helping of bloodthirsty action”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
4
The Lord of the Rings: The War of the Rohirrim review – “An uninspired expansion of the most iconic screen take on Tolkien”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
5
Nightbitch review: “Amy Adams' disappointing dark comedy is all bark and no bite”
1Squid Game season 2 review: “Secures its place as one of the best shows on television right now”
1Squid Game season 2 review: “Secures its place as one of the best shows on television right now”
1
Squid Game season 2 review: “Secures its place as one of the best shows on television right now”
2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
2Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
2
Doctor Who 2024 Christmas special review: “Ncuti Gatwa is as magnetic as ever in this delightful festive treat”
3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
3Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
3
Secret Level review: “An uneven experience with serious highlights that ultimately make up for the misses”
4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
4Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
4
Skeleton Crew review: “Perfectly captures the vibes of classic Star Wars with a swashbuckling twist”
5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”
5
Creature Commandos review: “James Gunn’s heartwarming, R-rated tale about super-monsters proves that the DCU is in good hands”