EA Exec Says AI Has Resulted In a “Rise Of Creativity”

AI use increases creativity. So believes Electronic Arts (EA) senior executive Laura Miele, who said as much during a recent panel appearance at Game Business Live earlier this month.

Speaking during the second-annual event, Miele was asked if AI tools would lead to shorter development cycles for games. EA’s president of enterprise development said in might in some areas, but, overall, she believes in what she’s seen from it, and is “pretty excited about it.”

AI Removes Friction And Increases Creativity

Miele says that she wants to help developers at EA’s studios remove friction from their work, and “be a hero to them and help them create career-defining experiences.” That means using AI, which the company has been pushing more and more on its staff over the last year or so.

“I think that AI, what I’ve seen, how AI has enabled removing friction from our pipelines and our tools and our workflows, has been pretty exciting,” she said.

Miele added that it’s removed tedium from developers’ jobs, leading to faster prototyping and faster conversations around creativity.

“I think there’s a real rise of creativity that comes from removing some of the tedious tasks about development,” she said.

The use of AI at EA, and other companies for that matter, is only expected to grow in the coming months and years. With game development taking longer than at any point in the industry’s history, finding ways to increase speed, and thus save money, will be a focal point for most large developers.

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