EA was only recently acquired by private investment firms, and the company is already positioning itself to go all-in on using generative AI as part of its development process. The publisher just announced a “strategic partnership” with Stability AI, one of the largest players in the generative AI space, to integrate their technology into EA’s development pipeline. This move was always part of the plan following the acquisition.

EA CEO Andrew Wilson made the company’s commitment to generative AI crystal clear last year, signaling that this technology will be key in cutting costs and recouping some of the $55 billion spent on the acquisition by private investors, including Jared Kushner’s Affinity Partners and Saudi Arabia’s Public Investment Fund.

### EA Is Trying Generative AI Again

This isn’t the first time EA has attempted to integrate generative AI into its development processes. Their existing chatbot model, ReefGPT, has reportedly had issues with hallucinations—generating erroneous outputs that can lead to costly and time-consuming errors in code.

Despite these setbacks, Stability AI and EA are making ambitious claims about how generative AI can improve creative workflows. They are deliberately emphasizing the importance of creativity in game development, seemingly ignoring the broader concerns about generative AI’s impact on artists and creatives across industries.

In their announcement, EA compares generative AI to traditional procedural automation found in games, such as real-time physics simulation and automatic pathfinding. However, this analogy misses the core issues many people have with generative AI technology.

Even previous attempts to integrate AI into EA’s games have met with limited success, to put it mildly.

### Industry-Wide AI Adoption

EA is not alone in its dedication to generative AI. The technology has become relatively common in the Japanese gaming industry. Blizzard has echoed EA’s optimistic rhetoric, stating generative AI can “free up more time for people to be creative.” Similarly, just recently, Krafton announced plans for a “complete reorganization” to become more fully reliant on AI.

Over the last year, there have been less obvious but widespread signs of generative AI’s influence across the games industry, indicating a broader shift toward this technology despite ongoing challenges and controversies.
https://www.dualshockers.com/ea-jumps-headfirst-into-ai-hype-train-immediately-after-acquisition/