Electronic Arts has just announced a partnership with Stability AI, the company most well known for its Stable Diffusion image generation model. EA says that the partnership will see EA and Stability AI work together to "co-develop transformative AI models, tools, and workflows" to empower creative teams in the game development process. The stated goal is to improve efficiency and give artists "more time to focus on what matters most," although one of the examples given in the statement is generating textures for use in games, so it stands to reason that EA games will soon feature a not-insignificant amount of AI-generated content. The partnership will start with the generation of PBR materials for texturing in-game models.

While Stability AI is known for its Stable Diffusion image generation model, it is also responsible for video, audio, and 3D generation tools, and the statement makes it clear that these 3D generation tools will be used in the development process. The announcement suggest that, for the time being, the AI systems being developed in the partnership will be used to generate individual assets and "pre-visualize entire 3D environments from a series of prompts." It remains to be seen how the gaming community will respond to EA's announcement, but there has been significant push-back from gamers in other cases where AI-generated content was spotted in games or their marketing.