In this current global climate, artificial intelligence is a growing conversation that many are seriously questioning how it will impact creativity moving forward. Although still fairly in its infancy, the technology has quickly been adopted by many major firms. With AMD, Sony Interactive Entertainment has already established a new in-house effort – Project Amethyst. The initiative would bring better resolution & performance to PlayStation.
Additionally, Microsoft is working on its own AI toolset too. It previously announced Muse: the new suite of features would bring ease to the hefty & taxing development process with AI to assist in game creation. On the consumer side of things, Copilot has also been integrated recently. With plans for both PC & smart phones thus far, the Xbox firm has firmly embraced AI very quickly.
And now, Electronic Arts is the next to join the AI race. In a recent press release, the publisher announced a new partnership with Stability.ai to “empower artists, designers, and developers.” The partnership is described to ‘help unlock faster iteration, accelerate workflows, and expand creative possibilities.”
Kallol Mitra, vice president of creative innovation says: “Creativity has always been at the heart of everything our teams do. Together with Stability AI, we’re amplifying that creativity. Giving artists, designers, and developers the power to dream bigger and build more.” EA Sports head of technical art Steve Kestell adds: “We are giving our creatives the tools to express what they want. Tools that will allow creativity to get directly from people’s minds, and into our experiences.”
Prem Akkaraju, Stability AI CEO shares:EA is a pioneer in interactive entertainment and understands that innovation begins with the creator.” And, “At Stability AI, we put creators at the center and build around their specific needs. By embedding our 3D research team directly with EA’s artists and developers we’ll unlock the next level in world-building power. This kind of progress is only possible through deep partnership, where scientists and creators work side by side,” he adds.
“Electronic Arts is excited to announce a partnership with Stability AI, to co-develop transformative AI models, tools, and workflows that empower our artists, designers, and developers to reimagine how content is built. A global leader in generative technology, Stability AI’s work is revolutionizing visual media,” the press release reads.
“For years, Machine Learning and AI have enabled our teams to develop technologies like HeadStart, which leverages photos to create authentic in-game likenesses. This partnership will allow us to bring that same speed and scale to the entire 3D space by accelerating the content creation process and ultimately allowing our artists to do more.“
Are you surprised that Electronic Arts is the next firm to welcome AI to its studios?
Source: Electronic Arts
