Like so many other companies, EA is going all-in on generative AI. At an investor's conference today, the game development giant talked at length about the ways AI is supposed to transform its business, and chief strategy officer Mihir Vaidya demoed some of the generative AI concepts the company has been working on.
One of the demos was a large language model-powered NPC based on professional footballer Jude Bellingham. Fake Bellingham described what it's like for Real Bellingham to play at Bernabéu Stadium: "It's like a dream come true. Stepping on to the pitch for the first time, it was a surreal feeling. I mean I grew up watching Real Madrid. I even played as them in EA games with my brother Joe, so to actually play for real in front of all those fans, it's something you can't explain."
