Electronic Arts has already been incorporating AI technologies into its development processes for years. While EA clarifies that the upcoming Battlefield 6 does not feature any generative AI-created content, DICE General Manager Rebecka Coutaz describes the technology as ‘very seductive.’
Coutaz explained that EA’s teams utilize generative AI during the initial development phases. This allows developers ‘more time and more space to be creative,’ even though Battlefield 6 itself won’t showcase any genAI content. She maintains an optimistic view, stating, ‘If we can break the magic with AI it will help us be more innovative and more creative.’
Echoing this sentiment, fellow Battlefield 6 developer Fasahat ‘Fas’ Salim reassured the gaming community that generative AI is ‘not anything to be scared of.’ He emphasized that teams are actively exploring the best ways to integrate this technology into future development pipelines. ‘It’s just a matter of how we can incorporate that productively into our workflows; how can we leverage that to take our games to the next level,’ Salim added, highlighting its potential to elevate game quality.
The enthusiasm for AI among EA developers is consistent with the company’s broader stance. Executives, including CEO Andrew Wilson, believe these tools will provide long-term benefits. Wilson has previously acknowledged that increased AI adoption may initially lead to job losses but expects it to ultimately generate more employment opportunities than it displaces over time.
Earlier, EA Sports attributed the high quality of CFB 25 to developers leveraging machine learning and AI. Beyond EA, Sony has also been utilizing AI in game development for years, with machine-learning systems credited for accelerating the development of titles like Marvel’s Spider-Man 2.
However, the landscape isn’t without its controversies. Some former Candy Crush developers, laid off by Activision Blizzard, reported being replaced by the very AI tools they helped create. A recent report also suggested that EA might further integrate AI systems to accelerate development, especially amid its private sale to an investor consortium.
Battlefield 6 is set to launch today, October 10, across PlayStation 5, Xbox Series X|S, and PC. The game arrives with considerable anticipation, releasing just weeks before its competitor, Call of Duty: Black Ops 7, in November. For comprehensive details, gamers can consult full reviews and a collection of tips designed to help players start strong.