"If you leave AI to its own devices, your work won't be exceptional" EA reportedly tells devs, despite a massive AI push following its $55 billion Saudi Arabian buyout

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"If you leave AI to its own devices, your work won't be exceptional" EA reportedly tells devs, despite a massive AI push following its $55 billion Saudi Arabian buyout News By Anthony McGlynn published 26 November 2025

NHL 26's Deluxe Edition uses AI prominently

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Corporation starts heavily using AI, realizes it's unreliable and completely perfunctory, and begins scaling it back instead. It's becoming a cycle, and EA is reportedly in the latter half of it, with leadership stating the tech is merely a tool, despite an alleged company-wide rollout in recent months.

This comes from an internal presentation within EA Sports, parts of which Kotaku managed to review. Paul Marr, former head of franchise strategy and marketing in EA Sports, now VP and executive creative director at EA, gave the talk, discussing the Deluxe Edition cover for NHL 26 that used generative AI.

"Use AI to extend your ambition. If you leave AI to its own devices, your work won't be exceptional," says one of the slides. One of Coca-Cola's AI-generated advertisements is used as an example of "sloppy" output, though what it means to "extend your ambition" versus relying on it as a crutch is still vague, according to the report.

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NHL 26 Official Gameplay First Look - YouTube Watch On

The cover in question features Keith Tkachuk, a legendary hockey player, flanked by his two sons, Matthew and Brady Tkachuk, both now pros in the sport. Keith is de-aged, while Matthew and Brady's images are totally composite because they were unavailable to be photographed. AI was utilized at different points to generate the cover.

As much is in line with purported mandates within Electronic Arts, where chatbots and artificial intelligence are now part of all processes, from creative to managerial. This comes post the massive $55 billion buyout from Saudi Arabia. While it's unclear what other changes are being made regarding AI's use, it sounds like certain departments are already minimizing the tech's presence.

Opposing Steam's AI disclosures, Epic CEO Tim Sweeney says game stores should drop "the AI tag" because "it makes no sense" when "AI will be involved in nearly all future production."

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Contact me with news and offers from other Future brandsReceive email from us on behalf of our trusted partners or sponsorsBy submitting your information you agree to the Terms & Conditions and Privacy Policy and are aged 16 or over. TOPICS EA CATEGORIES PC Gaming PS5 Xbox Series X Nintendo Switch 2 Platforms PlayStation Xbox Nintendo Anthony McGlynnSocial Links NavigationContributing Writer

Anthony is an Irish entertainment and games journalist, now based in Glasgow. He previously served as Senior Anime Writer at Dexerto and News Editor at The Digital Fix, on top of providing work for Variety, IGN, Den of Geek, PC Gamer, and many more. Besides Studio Ghibli, horror movies, and The Muppets, he enjoys action-RPGs, heavy metal, and pro-wrestling. He interviewed Animal once, not that he won’t stop going on about it or anything.

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