A technology that is not yet perfectly profitable
This report first shows that the management of Electronic Arts is pushing to the increasingly intensive use of AI in all sectors of activityboth in boring tasks and in pure creation, or even in management by advising managers on how to address an employee whose performance is not up to standard (which says a lot about the level of competence of said managers).
The technology is presented as a “ partner » within the company, notably via the in-house tool called ReefGPT. A very imperfect tool according to several testimonies, which would produce erroneous lines of code and have “ hallucinations ”, thus forcing you to constantly go over it again, which costs money and timethings that AI is supposed to win. The site also reports that the tool would feed on the work of the company’s creative team, thus threatening positions and jeopardizing future recruitment, particularly in areas such as level designers.
Sometimes it works a little better, to the point where a former employee indicates that the AI was capable of fulfilling an important task of his job (which was to summarize hundreds of feedback on playtests), which would have played a role in the loss of his position at Respawn. Studio which was the victim of a large wave of layoffs a few weeks ago.
There is no doubt that despite initial failures, EA hopes to make this profitable when its tool has reached maturity, and when it replaces even more humans. After all, now that it has been acquired, the company must deliver results very quickly and show signs of saving money to pay off debt that its new owners no longer want to see.