Electronic Arts corporate development president Laura Mille has stated that the introduction of artificial intelligence led to "real growth in creativity" in the company’s studios. Speaking at The Game Business Live, she emphasized that AI tools successfully eliminate routine and "friction" in work processes, allowing developers to create prototypes faster, discuss creative tasks more quickly, and reach a consensus. According to Mile, technology frees employees from routine by helping them focus on creating projects that define their careers.

This view is shared by EA chief Andrew Wilson, who in 2024 predicted that generative AI would positively affect more than 50% of development processes, giving developers time to do their most exciting work. The company is already actively using networks, for example having received permission from football commentator Guy Moubrey to clone his voice for EA Sports FC. However, the industry is generally skeptical: a GamesIndustry biz survey in early 2026 showed that more than 80% of gamer reps found it unacceptable to use any amount of AI content in development.

Top management’s upbeat statements are echoing against the backdrop of large-scale corporate change. Electronic Arts comes under the control of a consortium of investors that includes the Saudi Public Investment Fund, Silver Lake and Affinity Partners. The publisher’s purchase deal is valued at $55 billion, and is expected to close by the end of June. In this way, EA is entering a new era of its development, where the integration of advanced technologies will take place under harsh resistance from part of the professional community.