EA CEO Says Generative AI Is the Very Core of Business, Not a Buzzword

During the EA Investor Day, which also saw the confirmation of the third installment in the Star Wars Jedi series, Electronic Arts CEO Andrew Wilson outlined the core importance of generative AI for the company's future. Following up on his previous statement that generative AI will allow bigger and more immersive worlds, Wilson explained how EA is using this technology for its upcoming projects as part of its bid to outpace market growth through 2027 and double the audience to over a billion users.

AI in its different forms has always been central to this creative journey. 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. Beyond writing or coding AI to ensure the believability of our characters, we have always used forms of machine learning and AI across our games and processes. Right now, we have over 100 active novel AI projects across three strategic categories: efficiency, expansion, and transformation.

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Let me first talk about efficiency. This does not just mean cost savings today. Efficiency is doing what we do today faster, cheaper, and at a higher quality. That means driving more iterations, more testing and high quality content for our communities. 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.

Expansion is about giving our creative teams an exponentially bigger canvas upon which to create and richer colors so they might paint more brilliant worlds. It's about our incredible teams creating characters with more depth and intelligence, telling stories that are more personal and nuanced, and bringing more