EA is working with Stability AI, the company that develops the Stable Diffusion AI image model, to assist incorporate AI into development processes. The two companies will “collaboratively develop transformative AI models, tools and workflows that enable our artists, designers and developers to rethink the way they create content.” says EA.
The company says humans will continue to be “at the heart of storytelling,” but “we are evolving the way we work to make AI a trusted ally: supporting faster iterations, expanding creative possibilities, accelerating workflows, and providing more time to focus on what matters most – building world-class games and experiences that entertain vast online communities.” EA adds that AI “can design, generate and analyze, but cannot imagine, empathize or dream. It is the work of EA’s extraordinary artists, designers, programmers, storytellers and innovators.”
EA CEO Andrew Wilson has spoken very positively about artificial intelligence in the past, stating last year that the technology was “at its best.”very core” of the company’s operations. In the future, artificial intelligence may be implemented to an even greater extent in EA’s operations: a group of investors who want to take over EA’s ownership are planning to use artificial intelligence in the company, while Financial Times. reporting it “Investors are betting that AI-driven cost cuts will significantly boost EA’s profits in the coming years.” EA isn’t the only major gaming company looking to increase its use of AI; PUBG: Battlegrounds Manufacturer Krafton has just announced that it is investing heavily in artificial intelligence as part of its “AI First” strategy.