Hope for Battlefield and Co.? EA wants to stimulate business with AI

Andrew Wilson, CEO of Electronic Arts, recently spoke at the Morgan Stanley Technology, Media and Telecommunications Conference about his ideas for using generative AI in a company's development processes. During the event, Wilson stated that his thinking about technology is based on the three principles of efficiency, scale and transformation. The CEO described the era of generative AI as “incredibly exciting,” and said his company has “deeply embraced the possibilities.”

Artificial intelligence for efficiency and monetization

In terms of efficiency, Wilson also stated that Electronic Arts' business involves an “incredibly iterative development cycle.” As a result, the scope of work on games is “incredibly time-consuming”, with typical development periods ranging between six and seven years for a game. According to a study by EA on integrating AI into these processes, 60 percent of development can be positively influenced by AI.

As an example of this positive impact, EA's CEO stated that in the past it took six months to build a stadium for a sports game. Last year the time was reduced to six weeks. It is not too far-fetched that the process will last only six days in the next few years. Wilson said employees at the developer are embracing the technology as well.

Andrew Wilson also said at the event that it is possible to attract 50 percent more users through personalization, culture, and deeper, more immersive experiences and get them to spend 10 to 20 percent more on games thanks to generative AI. “We're seeing how productive AI impacts monetization on other platforms,” Wilson said. “What we're seeing is that when there's really personalized content for me and my friends, the monetization is 10 to 20 percent higher.”

source: Tech Raptor