EA is ready to embrace generative AI fully.

During EA’s Investors Day, CEO Andrew Wilson shared that AI has always been a part of EA’s creative evolution after announcing the move to use Generative AI for their game designs.

Wilson revealed that the studio currently has “over a hundred AI projects” going on, all aimed at speeding up the way creators and innovators build entertainment, while enhancing self-expression and content creation.

Wilson highlighted three key areas where EA is focusing its AI efforts. EA promises efficiency, expansion, and transformation with their transition. Efficiency pertains to making processes quicker and more cost-effective while improving quality through more testing and iteration.

Expansion is about giving developers a “much larger canvas” to create from, allowing for richer worlds and more complex characters with deeper stories. Transformation, on the other hand, means delving into new ways to play, watch, and generate user content that could redefine gaming experiences.

Mihir Vaidya, EA’s Chief Strategy Officer, discussed opportunities that lie in a unique space between user-generated content and creativity, which they are dubbing ‘imagination to creation’.

This could mean big developments like open sandboxes where players can effortlessly create and adapt games using simple language with help from AI powered by EA’s own data.

“We all remember playing against AI, and it has grown with the advancements in generative AI,” Wilson explained to investors. “This astounding technology isn’t just some trend for us; it is central to what we do.”

In addition to this news, EA unveiled new AI-driven features for The Sims 4. These include a visual search tool for user-generated content in the Gallery and new options for creating outfits in Create-A-Sim based on uploaded images. However, fans had mixed feelings about the changes, with some expressing concern that AI might affect the fun of the game.