A month ago, we reported that EA CEO Andrew Wilson has been champing at the bit to increase the efficiency of EA's studios using generated AI tools, and he returned to the topic this week in a phone call with investors, saying that EA's developers themselves have a "hunger" for AI to work on their projects.

"We've done analysis across all the development processes, but now, based on initial assessments, more than 50% of the development process is on the progress of generative AI " and we have a whole company team that is really going to run against it.

Wilson said that by "feeding" 40 years' worth of proprietary data (in some unspecified way) into the AI model generated, EA will improve efficiency in the next three years, and within five years, AI and its "

" And I will tell you, there is a real hunger among our developers to get to this as soon as possible. There is," said Wilson, "because again, The Holy Grail for us is to be able to build bigger, more innovative, more creative, more fun games faster and to entertain more people around the world worldwide at a faster rate."Of course, just a few years ago, we heard from gaming industry executives about the huge potential of blockchain and 'metaverse', not so much. Wilson called the nft "a key part of the future of our industry" and then, in general, said "collectibility" was important, and reiterated that even though crypto-as-a-whole is like its peers, executives tend to be overexcited about a technology that can hold on as a new magic bullet, or "holy grail," as wilson said.

But the use of generative AI has spread purely across the gaming industry. Earlier this year, the Game Developers Conference released the results of a survey that showed that 31% of game developers are already using generated AI. While AI tools are mainly used for business, marketing and management purposes, 25% said their studios were involved in programming with generated AI and 21% said they were used in the company's game design.

Despite growing acceptance by studio managers, most individual game developers are concerned about the ethics of using generative AI.42% of respondents in the GDC survey said they were "very concerned" about the issue, while another 42% said they were "somewhat concerned" and only 12% said they were not worried at all.

To some extent, Wilson is probably referring to AI tools that are more sensational and controversial than voice and image generators that are accused of stealing, replacing, or devaluing from creative work. For example, some developers are using AI to automate more tedious tasks, such as rigging 3D models. Wilson said last month that he predicts that Generative AI will not only be an in-house development tool, but also something that "30 billion players around the world" will use to create their own EA game content. He reiterated that outlook this week.

"And perhaps on the horizon of more than 5 years of time," Wilson said, "We're thinking about how we can leverage all the tools we create and deliver them to the entire community to really get new, interesting, innovative and different types of gaming experiences."Again, it's not about replacing what we're doing, it's about enhancing, enhancing, expanding and extending the nature of interactive entertainment, as youtube has done with traditional movies and television. "

I think machine learning is more transformative than blockchain stuff, but one thing I wonder about when and in what way gaming industry executives know it can endure is how much joy players actually feel with using generated AI or interacting with it."1 Already, it seems that the novelty is grinding out AI image generators: you have too many "I asked AI what such things look like" now they seem to be used to cut corners, make promotional photos, trick facebookers and say "wow."Facebookers are the most popular and popular AI image generator in the world facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers facebookers Facebook It is."Under the fake interior design photos.

In related news, Wilson also called that the next battlefield game during this week's investors will be a "phenomenal live service.""