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During EA Investor Day, Andrew Wilson, CEO of Electronic Arts, discussed the critical role of generative AI in the company’s future projects. Wilson outlined how the technology can improve efficiency, expand creative possibilities, and transform the gaming landscape.

Key Points:

• Andrew Wilson highlights the central role of generative AI in EA’s future. 
• Generative AI aims to optimize the efficiency and quality of game content. 
• The technology promotes the expansion of creative possibilities and immersion in virtual worlds. 
• EA anticipates a significant transformative impact on the entertainment experience and content creation.

During EA Investor Day, Electronic Arts CEO Andrew Wilson highlighted the importance of generative AI to the company’s future plans, noting that the technology will be essential to achieving ambitious growth goals through 2027 and expanding its audience to over one billion users. Wilson explained that generative AI is not just a technological novelty, but is destined to be at the core of EA’s future strategies, profoundly influencing the way games are created and experienced.

Wilson divided the use of generative AI into three strategic categories: efficiency, expansion, and transformation. In terms of efficiency, the goal is to make development processes faster and less expensive, while improving the quality of content. This approach aims to make the job of developers easier, allowing them to focus their resources on creating more engaging and culturally relevant gaming experiences for players around the world. By reducing friction points, EA hopes to offer richer and more satisfying experiences.

The expansion is about expanding the creative possibilities for development teams. With generative AI, content creators will have tools that allow them to build larger, more detailed game worlds, create characters with greater depth, and tell more complex, personal stories. The use of this technology promises to keep gaming experiences fresh and varied, meeting the expectations of a global audience.

Finally, the transformation focuses on long-term innovation, exploring new ways to play, view, and interact that may not be possible today. Wilson believes that generative AI can accelerate the creation of user-generated content and enrich the interaction with entertainment, thus meeting the needs of modern gamers and fans.

This perspective on generative AI from EA follows a growing trend among large companies in the industry, such as Microsoft and Ubisoft, who are also investing in similar technologies. This way, we could see a wider diffusion of solutions based on generative AI in the coming years, further enriching the gaming offer and the user experience.

EA’s vision for generative AI represents an ambitious statement of the future of video games and the technologies that support them.