LogInApproximately 60% of processes could be boosted thanks to generative AI, he says.
Image credit: EA, EA SPORTS FC 24
At the recent Morgan Stanley event, Andrew Wilson, the CEO of Electronic Arts, spoke about generative AI and how it can boost the process of game development.
According to Wilson, we're living in "the exciting" era of generative AI, and it's better to think of it in three core directions: "efficiency, expansion, and transformation," just like EA does.
Speaking of which, EA found out that around 60% of game development processes could benefit from the help of AI, citing an example of creating a stadium for a football simulator, which used to take six months, but now only takes six weeks.
He believes that this process could be reduced to just six days in the future. Although EA hasn't conducted precise calculations yet, Wilson anticipates that using generative AI could increase the company's efficiency by 30% in the near future.
"If you fast forward this over a five-year-plus time horizon, you think about where we've gotten to in terms of efficiency, what I would like to believe is 30% more efficient as a company, where we can attract 50% more people into our network, and hopefully by virtue of the nature of the content that we can create through generative AI, which will be created faster, and more personal to every player, then there's 10 to 20% more monetization opportunity to us on an ARPU level," Wilson shared (via TechRaptor).
Adding to that, he's confident that technology will facilitate the personalization and culturalization of content, leading to a projected 50% growth in EA's audience. Currently, the publisher's network boasts over 700 million players.
Wilson admits that generative AI is evolving, and daily occurrences of chatbots making blunders are not uncommon. Nonetheless, he remains optimistic about the technology's advantages for the company.
A week ago, we reported that the company had decided to change its current strategy and move away from future licensed IPs, which would probably fail to succeed, and planned to lay off around 5% of its staff.
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