From Sony to EA, gaming's major players are getting into AI

gamesradar.com:

AI, specifically but not exclusively large language models, has become a hot topic among many of the games industry's biggest companies, with multiple executives praising the tech during the industry's latest earnings wave, and expressing interest in integrating it into production pipelines. 

EA CEO Andrew Wilson reckons video games will be "one of the greatest beneficiaries of AI broadly," as he said at the company's May earnings call. 

"I think that it will allow us to do what we currently do more efficiently," Wilson said. "It will allow us to actually do more things as we think about being creators, our ability to use AI to augment our incredible teams and create even more entertainment for an audience that has an insatiable appetite for what we're doing. And then, ultimately, to allow AI to help our players and our fans create content in our world represents a significant opportunity for us."

Wilson also acknowledged some of the "fears" around AI, like its potential to displace – in this case – game developers, confusion over data ownership in AI's scrape-and-iterate processing, as well as "bad actors using AI." 

"I think what our plan will be is to work with others in our industry, others in entertainment, others in technology, and others in governments and regulators over time to help the laws keep up with the pace of AI so that our consumers, our players, our fans aren't subjected to bad actors' unfortunate behavior as a result of AI in our industry," he added.  

In Ubisoft's call, CEO Yves Guillemot seemed even more confident, arguing that large language models will only become more prominent in game development. 

"There's a lot coming there, and we also have a lot of data in the company from all our brands that