Electronic Arts has explicitly stated that players will not encounter any generative AI-created content within the highly anticipated Battlefield 6.
Generative AI remains a hot-button topic across the video game industry. Publishers are often looking for ways to reduce development costs and accelerate timelines, despite potential backlash from player communities. Reports indicate that EA’s new owners, who recently acquired the company in a massive $55 billion private deal, are keen on leveraging generative AI for precisely these benefits.
Even prior to its acquisition, EA’s CEO Andrew Wilson had emphasized the company’s significant commitment to AI, positioning it as ‘the very core of its business.’
However, for Battlefield 6 specifically, generative AI is currently taking a backseat. Rebecka Coutaz, the general manager overseeing DICE in Sweden and Criterion in the UK (now part of Battlefield Studios), shared in a BBC interview that while generative AI is ‘very seducing,’ integrating it into the daily development workflow isn’t feasible at present.
Coutaz did clarify that generative AI is employed in early, preparatory stages to ‘allow more time and more space to be creative,’ suggesting its use in conceptualization rather than final asset creation.
This stance by EA for Battlefield 6 stands in direct opposition to Activision’s approach for Call of Duty. In recent years, Call of Duty has faced several controversies regarding generative AI, most notably the ‘six-fingered zombie Santa bundle.’ Following Valve’s updated storefront rules, Activision was compelled earlier this year to include an ‘AI generated content disclosure’ on the Steam page for Black Ops 6.
Given Coutaz’s comments and the absence of a similar AI content disclosure on Battlefield 6’s Steam page, it appears EA’s rival first-person shooter will steer clear of such issues.
In August, Treyarch associate creative director Miles Leslie indicated that some generative AI images had unintentionally found their way into Black Ops 6. Leslie explained to IGN that while AI tools are utilized to assist the team, ‘none of that goes in-game.’ He acknowledged accidental inclusions but stressed that ‘everything you play: human-created and touched. AI tools in the world we live in: it’s, how do we streamline it? That’s really the goal. Not replace, but streamline.’
Interestingly, the Steam page for Black Ops 7 does explicitly feature an AI disclosure.
The question remains whether Battlefield Studios can maintain its current position on generative AI, especially with increased pressure from EA’s new ownership. Coutaz, however, expressed optimism about the future potential of the technology, stating, ‘If we can break the magic with AI it will help us be more innovative and more creative.’
The discussion around generative AI extends beyond in-game assets. Recently, Nintendo issued an official statement regarding generative AI claims, with OpenAI CEO Sam Altman referring to Sora 2 copyrighted character videos as ‘interactive fan fiction.’ Last month, The Pokémon Company also responded to the use of its intellectual property, including Ash Ketchum and the series’ theme tune, in a video by the Department of Homeland Security, confirming no involvement or granted permission for the use of their content.