EA Says AI Speeds Prototyping and Creativity Across Studios, With 50% of Development Set to Benefit
Updated
Updated · GamesIndustry.biz · Jun 23
EA Says AI Speeds Prototyping and Creativity Across Studios, With 50% of Development Set to Benefit
3 articles · Updated · GamesIndustry.biz · Jun 23
Summary
Laura Miele said AI is already removing friction from EA’s studio pipelines, leading to faster prototyping, quicker creative alignment and what she called a “real rise in creativity.”
Speaking at The Game Business Live during Summer Game Fest, Miele said AI may shorten development cycles in some areas by stripping tedious tasks from developers’ work.
EA has been signaling that direction since 2024, when CEO Andrew Wilson said generative AI could improve efficiency and positively affect more than 50% of the company’s development processes.
The push still sits inside a wider industry backlash: a GamesIndustry.biz survey early in 2026 found more than four-fifths of respondents said no amount of AI-generated content is acceptable in game development.