Electronic Arts executive Laura Miele, a 30-plus-year veteran at the American publisher, was recently featured on The Game Business Show and talked about various topics, including, of course, how the publisher is using AI in its development process.
Back in late 2024, EA CEO Andrew Wilson was one of the very first major gaming executives to openly state that generative AI would soon be at the "very core of business", allowing greater efficiency, expansion, and transformation. Now that it's been over a year and a half since that statement, when asked whether AI tools can expedite the increasingly long game development cycles, she said maybe. However, she was adamant that among internal Electronic Arts studios, AI has already removed tedium and friction, thus enabling a substantial rise in creativity.
Perhaps in some parts they will. I think I really believe in what I've seen, that I'm pretty excited about. I mean, I've always wanted to help our studio developers remove friction, and I always have kind of wanted to be a hero to them and help them create creative finding 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 from their jobs, and I've seen faster prototyping. I've seen faster creativity and shorter, faster conversations around creativity and coming to alignment. So we're seeing it and I think that there's a real rise of creativity that comes from removing some of the tedious tasks out of development.
The mantra of removing the boring parts of development pipelines was recently cited by Epic Games as part of its explanation for integrating AI tools into Unreal Engine. Epic CEO Tim Sweeney would then admit that there will be a degree of "AI slop", just like there were "asset flip" games in the previous generation, but real creators will be able to use generative AI technology as an accelerant.
Returning to Electronic Arts, the publisher partnered with Stability AI in late 2025 to co-develop transformative AI models, tools, and workflows that empower EA artists, designers, and developers to "reimagine how content is built". Given regular triple-A development timelines, however, it will be some time before we see the fruits of this partnership.
About the author: With over two decades of experience in gaming journalism, Alessio Palumbo has led the gaming vertical at Wccftech since August 2015. He started working at a young age for Italian websites like Everyeye.it, Gamestar.it, Nextgame.it, and Multiplayer.it before kickstarting the indie English-language publication Worlds Factory as its founder and Editor in Chief. In the last decade, he has coordinated the overall output of Wccftech's gaming section, managed PR relations, assigned reviews, produced daily news coverage, edited gaming content as needed, and delivered game reviews. Arguably, his trademark content is the long series of exclusive developer interviews that have been cited by Wikipedia and by the biggest news media and gaming publications. His passion for technology also makes him knowledgeable when it comes to gaming hardware and tech. His favorite genres include RPGs, MMORPGs, and action/adventure games.
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