EA Is Bringing Gen AI To Creating Video Games

As another day passes, another major company is looking to leverage AI, and this time it’s Electronic Arts (EA).

During its Investor Day 2024 presentation, EA showcased its vision for the future of gaming. EA CEO Andrew Wilson emphasized that AI is positioned at the “very core of our business,” indicating that the technology is important for improving efficiency, expanding game offerings, and transforming the overall gaming experience. A key part of the presentation was a concept video titled “Imagination to Creation,” which illustrated how AI tools could facilitate user-generated content in gaming.

In the demonstration, players create a game by following simple instructions, constructing a world made of cardboard boxes, choosing two characters armed with guns, and expanding the game environment in real time. The video, recorded by Geoff Keighley, host of major gaming events like the Game Awards and Summer Game Fest, is available for viewing.

In a statement, EA’s Chief Strategy Officer Mihir Vaidya explained how the company aims to enhance user-generated game content through AI, asserting that this technology can “super-charge” the creative process.

However, the reception to the video has been less than enthusiastic, with many users on X (formerly Twitter) expressing skepticism and disappointment regarding the concept.

Additionally, during the Investor Day event, EA shared insights into the development of its next Battlefield game, which is being created by four different studios, detailing the specific contributions of each team to the upcoming first-person shooter.