Electronic Arts (EA) has partnered with Stability AI, the creator of the popular AI image generator Stable Diffusion, to enhance game development. This collaboration aims to co-develop innovative AI models and tools, referred to as “smarter paintbrushes,” intended for generating textures and in-game assets. Steve Kestell, EA SPORTS’ Head of Technical Art, emphasizes that these tools will empower creatives to express their visions more effectively. Initially, the focus will be on creating “Physically Based Rendering materials” and using AI to pre-visualize 3D environments from targeted prompts. This partnership aligns with the larger industry trend toward AI integration, as highlighted by executives like Strauss Zelnick from Take-Two, who believes AI can foster job growth. With EA facing a financial transition to becoming a private entity, leveraging AI could be critical for streamlining costs and enhancing productivity, ensuring the company’s sustainability in the competitive gaming landscape.
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