At Game Business Live, EA president of enterprise development Laura Miele defended the studio’s AI strategy after internal critics claimed the technology hampered productivity. She noted the company has embedded AI tools across coding, concept art, and even management for more than a year, positioning the suite as a core part of the development pipeline. She highlighted recent internal pilots that shaved hours from asset creation and code reviews.

Miele argued the tools cut friction from pipelines across multiple studios, enabling quicker prototyping and “faster creativity” during design reviews. She said some stages could see shorter timelines, and that removing tedious tasks lets artists and programmers focus on higher‑level problems. The comments contrast with a Skillsearch survey that found developers felt AI dulled creativity in recent games.

Industry data shows the debate has commercial weight: an analysis of Steam titles revealed generative‑AI games sold roughly 53 % fewer units than non‑AI counterparts. EA’s optimism signals a willingness to double down on the technology despite mixed results elsewhere, suggesting the company will continue to embed AI into its production flow as studios weigh cost versus artistic control.