EA: AI is delivering "faster prototyping" and a "real rise in creativity" in its studios

As reported by Eurogamer, EA's president of enterprise development, Laura Miele, has said that AI has led to a "real rise in creativity" at the company's studios.

Miele made the remarks in conversation with GamesIndustry.biz alumnus Christopher Dring at The Game Business Live on June 8, during Summer Game Fest. In answer to the question "Will the rise of AI tools lead to shorter development cycles?", she replied: "Perhaps in some parts they will. I really believe in what I've seen, that I'm pretty excited about."

She continued: "I've always wanted to... help our studio developers remove friction, and I've always kind of wanted to be a hero to them and help them create career-defining experiences. And 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.

"It's removed some tedium out of their jobs – and I've seen faster prototyping, I've seen faster creativity, and shorter, faster conversations around creativity and coming to alignment. And so... I think it's super interesting. I think there's a real rise of creativity that comes from removing some of the tedious tasks about development."

Back in 2024, EA CEO Andrew Wilson talked about how generative AI could make its development process "more efficient" and help give developers "more power."

"We are looking at how it can make us more efficient, how [it can] give our developers more power, and how [it can] give them back more time and allow them to get to the fun more quickly," he said.

"Based on our early assessment, we believe that more than 50% of our development processes will be positively impacted by the advances in generative AI."

Earlier this year, football commentator Guy Mowbray gave EA permission to "replicate his voice" via AI to generate player names.

However, generative AI remains a controversial topic in the industry. A survey conducted by GamesIndustry.biz at the beginning of 2026 found that with minor variations, more than four-fifths of games industry respondents believed that no amount of AI-generated content is acceptable in the development process. Meanwhile, senior figures from across the games industry offered differing opinions on exactly how the technology could or should be used in a special feature as part of AI Week on GamesIndustry.biz.

Electronic Arts is being acquired by a consortium of investors including Saudi Arabia's Public Investment Fund, Silver Lake, and Affinity Partners, with the deal set to go through by the end of June. Analysts recently spoke to GamesIndustry.biz about why the $55 billion acquisition isn't your usual leveraged buyout.