An internal EA Sports presentation revealed that Electronic Arts management is demanding a more cautious approach to AI, despite the active implementation of technologies following the $55 billion deal with Saudi Arabia.
The presentation was conducted by Paul Marr, former head of strategy at EA Sports and current Vice President of EA. He analyzed the cover of the Deluxe edition of NHL 26, created using generative AI.
One of the slides stated: "Use AI to enhance ideas. If left unchecked, the work will be mediocre." An AI advertisement for Coca-Cola was given as an example. At the same time, according to the source, the difference between "expand ambitions" and "rely on AI as a crutch" remains poorly defined in the presentation.
The NHL 26 cover features Keith Tkachuk along with his sons Matthew and Brady. Keith was rejuvenated, and the images of his sons were completely generated. AI was used at several stages of creation.
This is in line with EA's internal guidelines, where chatbots and AI are already used in almost all processes — from creative to management. The company emphasizes that AI should not replace the work of developers.
