EA has shared plans to use generative AI to yield greater workflow efficiency and for the growth of monetization.
Speaking during the Morgan Stanley Technology, Media and Telecom Conference, EA CEO Andrew Wilson shared the company’s plans to use generative AI to yield greater workflow efficiency and for the growth of monetization in games. He spoke about being in the era of generative AI, expressing interest in incorporating the technology into the company’s business model. He outlined three core vectors for approaching generative AI i.e. efficiency, expansion, and transformation.
Wilson discussed the potential for generative AI to increase company efficiency by 30%, emphasizing the importance of utilizing this technology among EA’s workforce. He highlighted the benefits for game creators, noting that faster development and market entry are highly desirable outcomes.
The EA CEO mentioned EA’s network of 700 million users and speculated that personalized experiences could attract 50% more users. He noted that platforms with personalized content experience a 10 to 20% increase in monetization.
Looking ahead five years, Wilson envisioned EA becoming 30% more efficient as a company, attracting 50% more users, and benefiting from increased monetization opportunities thanks to personalized content created through generative AI.
He emphasized the transformative potential of technological advancements, noting that democratizing industries can lead to significant progress. According to him, building efficient systems that enable the creation of personalized experiences will ultimately benefit the gaming community. He also highlighted the potential for the company to capitalize on platform economics, estimating a multi-billion dollar opportunity in addition to regular growth.
As long as EA’s new strategy to use generative AI doesn’t take away jobs, it could be a useful means of streamlining development, reducing workload and and cutting down on production time. A lot of it appeared to be estimated data, however, and it remains to be seen how the game content created using generative AI pans out in the long run.