Electronic Arts, or more commonly known as EA, is one of the most well-known businesses in the high-stakes world of video game development. But behind the scenes of major launches and live-service hits, there is a quieter but important change happening: management’s push to use artificial intelligence in almost every part of the studio, from coding, concept art, HR communication, and feedback analysis, has made staff worried that they are training the very tools that could make their jobs redundant.
The AI mandate in motion
EA’s bosses have reportedly told their ~15,000 employees to use technologies powered by AI for “just about everything” over the past year. These jobs go much beyond optional productivity tools. They involve writing code, drawing concept art, and even writing scripts for managers to use when talking to employees about delicate matters like compensation, promotions, or performance. One of the tools mentioned is an internal chatbot called “ReefGPT” that is said to help with and automate a number of tasks.
But the adoption hasn’t gone well. AI-generated code and assets that need to be fixed by hand, which makes more work instead of less. Creative workers are worried that their own work is being used to teach systems that could take their jobs. Some employees think that the push for AI is just a way to cut jobs.
Impact on game development
In the video game business, the human touch is very important. This includes narrative nuance, input from play-testers, and creative flexibility. But when AI technologies get involved, things get tense:
Instead of getting a break, developers say they have more work to do fixing AI-broken code or art. People who work in QA and feedback jobs feel especially exposed. One former QA employee at a firm owned by EA says his job was cut when AI started summarizing feedback from playtesters.
If important artists, creators, or designers think their work is being used to train AI that will do “enough” of the job in-house, the creative pipeline could be broken. This change could change not only how EA works, but also the culture of developing games, as the company is used to enormous budgets, big teams, and major IPs.
What this means for employees and the industry
The messaging for EA workers is to “use AI,” yet the tools don’t always work well, and the unspoken message is “you’re training something that might replace you.” One user on Reddit said:
“Management trying to justify their existence by forcing tools so they can show the higher ups they’re doing something.”
EA’s internal problems are a warning for the rest of the industry: if AI is rushed into every part of a business without rigorous planning, it might backfire. Strong AI rules may not take into account how complicated, creative, and non-linear game development procedures are.
The main point of EA’s AI narrative is balance. AI can help, but when used as a blanket rule in creative industries, it can cause more harm than good. EA will probably use the results of this project to change the way other big firms use AI. For developers, it raises concerns about how to secure their positions in a time when they are literally being used to dig their own graves by training these AI models.
