fresh from lay off 5 percent of EA’s employeesthe company’s CEO, Andrew Wilson, took to the stage at Morgan Stanley’s Technology, Media and Telecom conference to advocate the benefits of generative AI in the world of game development.
Audio recording of the Q&A session available on the EA website (Thank you TechRaptor), Wilson said the dawn of generative AI technology is “incredibly exciting” and something EA “deeply embraces.”
When asked to help onlookers understand how generative AI could potentially impact and transform the gaming business, Wilson said the company is looking at how players behave within Madden. We explained that we’ve been using machine learning AI for some time to improve gameplay elements such as what to do. But looking beyond that, he said generative AI is the most exciting evolution in technology “by a pretty large margin” and that the company thinks about it around three core vectors: efficiency, scale and transformation. He said that he was being treated as such.
“It’s a matter of efficiency. It’s really about, ‘How do we make our work more efficient today?'” And anyone who knows our business knows that it’s incredibly repetitive. I understand that it is a development cycle. […] And it’s incredibly time-consuming, with games currently taking six to seven years to develop. ” he said. “We conducted research across all processes of game development. We believe that approximately 60% of all our processes are likely to be influenced by generative AI. Examples include stadium construction. There will be a method. […] At one of the sports matches. Usually it takes him six months. Last year it took 6 weeks. It is not unreasonable to think that it will take six days in the next few years.
“We think that if we roll this out to all aspects of development, we can drive meaningful efficiencies. We don’t have a map for that yet, but in the back of my mind, my direction is, ‘How can we do this? ‘Are you using generative AI to become 30% more efficient as a company?’ How can you become 30% more efficient within three years from today? ”
Gen AI tools for achieving greatness
He said part of the process is figuring out how to get developers to embrace the technology, but ultimately Gen AI tools will help creators achieve “greatness” faster. He said he felt it. Regarding “scaling”, we mentioned that generative AI was used to increase the number of execution cycles. EA Sports FC 24 From 12 to 1,200. “It was all done through generative AI,” he explained, then claimed that the gameplay experience becomes more unique and immersive, which drives player numbers, engagement, and revenue. “If I have truly personalized content that is tailored to me and my friends, my monetization increases by 10 to 20 percent,” he added.
Looking beyond that, generative AI tools will enable billions of players to “create personal content” and build their own universes within publishers’ various technology platforms. , which Wilson believes will help “democratize” the gaming industry. “Suddenly we’re the beneficiaries of the platform economy. To me, that’s a multi-billion dollar opportunity on top of what we can get from normal growth,” he says.
“For us, we’re in the early stages when it comes to AI. We all know we’re in the early stages. Every day we’re seeing incredible progress and incredible mistakes when you ask a chatbot a question. However, for us as a company that fundamentally builds AI, as we drive business with AI and navigate the various incarnations of AI, we discovered himself. [looking] At gen AI, we’re more excited than ever. ”
