EA CEO talks AI, says the usual stuff before the bong rip hits and he starts blabbing about a future where 3 billion people are creating EA's games with it

Andrew Wilson, chief executive officer of Electronic Arts Inc. (EA), speaks during the company's EA Play event ahead of the E3 Electronic Entertainment Expo in Los Angeles, California, U.S., on Saturday, June 9, 2018. EA announced that it is introducing a higher-end version of its subscription game-playing service that will include new titles such as Battlefield V and the Madden NFL 19 football game. Photographer: Patrick T. Fallon/Bloomberg via Getty Images.

It's 2024 and everyone who's anyone is thinking about how to get AI to do the heavy lifting for them. Among that number? EA CEO Andrew Wilson, who recently had a natter with Morgan Stanley (via TechRaptor) about his vision for AI and how it could impact EA's development processes in the years to come. Are you nervous? I'm nervous.

Asked how EA was using AI, Wilson rhapsodised about the company's long and fruitful history with the tech, describing EA as "AI-native" and that games like Madden—specifically its player runs—had already been improved by the introduction of machine learning. Moving on, Wilson says EA is "embracing [generative AI] deeply," and that's it in no small part down to how big games have gotten.