"If you leave AI to its own devices, your work won't be exceptional" EA reportedly tells devs, despite a massive AI push following its $55 billion Saudi Arabian buyout

NHL 26.

Despite an alleged company-wide AI rollout in recent months, EA leadership has reportedly told staff that AI should be used to "extend your ambition" rather than being left "to its own devices."

This comes from an internal presentation within EA Sports, parts of which Kotaku managed to review. Paul Marr, former head of franchise strategy and marketing in EA Sports, now VP and executive creative director at EA, gave the talk, discussing the Deluxe Edition cover for NHL 26 that used generative AI.