At this year’s EA Investor Day, the game publisher’s showcase event for current and prospective investors, the future looks algorithmic as EA fully embraces AI for its game development.
The phrase was sprinkled throughout the event’s announcements, with AI implicated in everything from game development to engagement capture on the periphery. In one example, EA COO Laura Miele noted that AI will act as a discovery tool for the 100 million assets available to developers. This, Miele argued, would “supercharge” development by making shared assets easier to find and use across teams. No longer will they have to struggle if they’re not sure whether something that fits their game is already ready and waiting to be used.
Elsewhere, EA highlighted the use of AI for its EA Sports brand, the largest sub-brand for Electronic Arts. Using a tactical AI system, EA Sports will use real-world data to mirror how real teams and teammates play together. An ongoing chemistry issue between two teammates that emerges over the course of a season could theoretically be shown in currently released titles and wouldn’t have to wait until it was programmed into a new game.
In short, Electronic Arts is throwing itself wholeheartedly into AI and machine learning, for both developers and consumers.