"The company says that humans will still be "at the center of storytelling," but "we're evolving how we work so that AI becomes a trusted ally: supporting faster iteration, expanding creative possibilities, accelerating workflows, and allowing more time to focus on what matters most - building world-class games and experiences that entertain massive online communities." EA adds that AI "can draft, generate, and analyze, but it can't imagine, empathize, or dream. That's the work of EA's extraordinary artists, designers, developers, storytellers, and innovators.""
"the investor group that is looking to take EA private has its eyes on using AI at the company, with the Financial Times reporting that "the investors are betting that AI-based cost cuts will significantly boost EA's profits in the coming years." And EA isn't the only major gaming company looking to increase its use of AI; PUBG: Battlegrounds maker Krafton just announced that it's investing heavily into AI as part of an "AI First" strategy."
EA is partnering with Stability AI to infuse AI into development processes and co-develop models, tools, and workflows that empower artists, designers, and developers. Humans will remain at the center of storytelling while AI becomes a trusted ally that supports faster iteration, expands creative possibilities, accelerates workflows, and allows more time for building world-class games. AI can draft, generate, and analyze but cannot imagine, empathize, or dream; those creative roles remain with EA's artists, designers, developers, storytellers, and innovators. Investors seeking to take EA private expect AI-based cost cuts to boost profits. One early initiative targets accelerating Physically Based Rendering (PBR) material creation with tools that generate 2D textures maintaining exact color and light accuracy across environments.
#ea-stability-ai-partnership #ai-assisted-content-creation #physically-based-rendering-pbr #investor-ai-cost-cutting
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