Electronic Arts (EA) is fully embracing artificial intelligence (AI) despite ongoing concerns in the gaming community. Following a staggering $65 billion acquisition led by the Saudis and Jared Kushner, EA has partnered with Stability AI, creators of the AI tool Stable Diffusion. This collaboration aims to develop advanced AI models and tools to accelerate game development while ensuring quality. EA’s Head of Technical Art, Steve Kestell, describes these innovations as “smarter paintbrushes,” focusing on generating high-fidelity textures and in-game assets. The partnership also aims to enable pre-visualization of entire 3D environments from prompts, enhancing creative direction. As the gaming industry increasingly integrates AI, this approach could help EA manage debt from its acquisition while mitigating rising development costs and lengthy timelines for AAA titles. However, many gamers remain wary of potential job displacement due to AI automation in game development.
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