Electronic Arts is clearly undergoing a major transformation and fully embracing the use of generative artificial intelligence. With this in mind, the American publisher has formalized a strategic partnership with Stability AI.
It needs to be said that Stability AI is an independent, multimodal generative AI company. As part of this collaboration, the two companies will « co-develop transformative generative AI models, tools, and workflows that enable EA artists, designers, and developers to reimagine how games are created ».
« In collaboration with EA, we are exploring ways to add the value of generative AI to creative workflows to open new doors for rapid prototyping and visual storytelling, enabling artists and developers to imagine, visualize, and refine game experiences faster and at larger scale. »
The first initiatives will involve accelerating the creation of Physically Based Rendering (PBR) materials. This will make possible, for example, to generate 2D textures while maintaining true color and light accuracy.
In short, Electronic Arts seems to be taking a very aggressive approach to artificial intelligence. It remains to be seen whether developers will be able to continue their work in this new environment.
This is an exciting development for EA! Embracing generative AI could really change the gaming landscape. Looking forward to seeing how this partnership unfolds and what innovations come from it.