EA's president of enterprise development, Laura Miele, believes AI has led to a 'real rise in creativity' at the company's studios.
Laura Miele, Electronic Art's president of enterprise development, expressed confidence in the impact of AI on creativity within EA's studios. Speaking at The Game Business Live during Summer Game Fest, Miele highlighted how AI has streamlined development processes, leading to faster prototyping, enhanced creativity, and more efficient workflows. She emphasized the removal of tedious tasks and the facilitation of smoother conversations around creativity.
EA CEO Andrew Wilson previously discussed the potential of generative AI to optimize development processes and empower developers. Wilson anticipated that over 50% of EA's development procedures would benefit from advancements in generative AI, aiming to enhance efficiency and productivity.
While EA has explored AI applications such as replicating football commentator Guy Mowbray's voice for player names, the industry remains divided on the acceptance of AI-generated content. A survey revealed mixed opinions among games industry professionals, with a majority expressing reservations about integrating AI-generated elements into the development process.
