Video game giant Electronic Arts has struck a new partnership with generative tech company Stability AI \u201cto co-develop transformative AI models, tools, and workflows that empower our artists, designers, and developers to reimagine how content is built.\u201d<\/p>\n
Stability AI, which counts filmmaker James Cameron among its board members, aims to \u201cput creators at the center and build around their specific needs,\u201d according to CEO Prem Akkaraju. \u201cBy embedding our 3D research team directly with EA\u2019s artists and developers we\u2019ll unlock the next level in world-building power,\u201d Akkaraju said in EA\u2019s newsroom post announcing the partnership Thursday<\/a>. \u201cThis kind of progress is only possible through deep partnership, where scientists and creators work side by side.\u201d<\/p>\n More from Variety<\/p>\n The deal was announced just as EA is in the process of going from a publicly traded company to a privately held one.<\/p>\n \u201cI use the term smarter paintbrushes,\u201d EA Sports head of technical art Steve Kestell said in his own statement. \u201cWe are giving our creatives the tools to express what they want. Tools that will allow creativity to get directly from people\u2019s minds, and into our experiences.<\/p>\n According to EA and Stability AI, \u201cAmong the first initiatives of this collaboration will be to accelerate the creation of Physically Based Rendering (PBR) materials through the development of new artist-driven workflows \u2013 for example, tools that generate 2D textures that maintain exact color and light accuracy across any environment. Whether it\u2019s the flash of color of a football jersey under a floodlit stadium or the subtle gleam of a coffee table in soft morning light, these textures help objects in a virtual world look and feel as the artist envisioned, and we\u2019ll now be able to do this faster and with higher quality.\u201d<\/p>\n See below for EA and Stability AI\u2019s full announcement on the new deal.<\/p>\n At Electronic Arts, creativity isn\u2019t just part of what we do, it\u2019s what drives us forward. It\u2019s what transforms a blank canvas into a living, breathing world, and turns a single idea into an experience shared and loved by millions of players and fans around the globe.<\/p>\n For more than 40 years, EA has led through technological shifts across interactive entertainment, redefining what is possible for our global community of players. At the core of that progress is the belief that technology powers creativity \u2013 amplifying imagination, accelerating expression, and enabling our teams to deliver bold, new experiences that inspire the world to play.<\/p>\n Machine Learning and Artificial Intelligence (AI) have long been cornerstones of innovation at EA \u2014 powering everything from intelligent gameplay and real-time animation to physics simulation, pathfinding solutions, and more efficient development pipelines. <\/p>\n Today, we\u2019re taking the next step on that journey.<\/p>\n Electronic Arts is excited to announce a partnership with Stability AI, to co-develop transformative AI models, tools, and workflows that empower our artists, designers, and developers to reimagine how content is built. A global leader in generative technology, Stability AI\u2019s work is revolutionizing visual media.<\/p>\n Empowering our teams<\/p>\n With humans at the center of storytelling, we\u2019re evolving how we work so that AI becomes a trusted ally: supporting faster iteration, expanding creative possibilities, accelerating workflows, and allowing more time to focus on what matters most \u2013 building world-class games and experiences that entertain massive online communities. It can draft, generate, and analyze, but it can\u2019t imagine, empathize, or dream. That\u2019s the work of EA\u2019s extraordinary artists, designers, developers, storytellers, and innovator. Simply put, this partnership will help empower our creatives to do what they do best.<\/p>\n \u201cCreativity has always been at the heart of everything our teams do,\u201d says Kallol Mitra, VP of Creative Innovation at EA. \u201cTogether with Stability AI, we\u2019re amplifying that creativity. Giving artists, designers, and developers the power to dream bigger and build more.\u201d<\/p>\n \u201cI use the term smarter paintbrushes,\u201d says Steve Kestell, Head of Technical Art for EA SPORTS. \u201cWe are giving our creatives the tools to express what they want. Tools that will allow creativity to get directly from people\u2019s minds, and into our experiences.\u201d<\/p>\n Igniting potential<\/p>\n Among the first initiatives of this collaboration will be to accelerate the creation of Physically Based Rendering (PBR) materials through the development of new artist-driven workflows \u2013 for example, tools that generate 2D textures that maintain exact color and light accuracy across any environment. Whether it\u2019s the flash of color of a football jersey under a floodlit stadium or the subtle gleam of a coffee table in soft morning light, these textures help objects in a virtual world look and feel as the artist envisioned, and we\u2019ll now be able to do this faster and with higher quality.<\/p>\n For years, Machine Learning and AI have enabled our teams to develop technologies like HeadStart, which leverages photos to create authentic in-game likenesses. This partnership will allow us to bring that same speed and scale to the entire 3D space by accelerating the content creation process and ultimately allowing our artists to do more.<\/p>\n Beyond individual assets, the partnership explores AI systems that can pre-visualize entire 3D environments from a series of intentional prompts, allowing artists to creatively direct the generation of These advancements open exciting new doors for rapid prototyping and visual storytelling, allowing artists and developers to ideate, visualize, and refine gameplay experiences at a faster pace and with greater scale.<\/p>\n These are just a few examples of what is to come.<\/p>\n \u201cEA has always been, and will continue to be, at the forefront of technology, innovation, and play,\u201d says Rick Stringfellow, Head of Visual Content for EA Entertainment. \u201cPartnerships like this are how we evolve the craft of game-making and give our teams the tools to tell deeper, more meaningful stories.\u201d<\/p>\n \u201cEA is a pioneer in interactive entertainment and understands that innovation begins with the creator,\u201d said Prem Akkaraju, CEO of Stability AI. \u201cAt Stability AI, we put creators at the center and build around their specific needs. By embedding our 3D research team directly with EA\u2019s artists and developers we\u2019ll unlock the next level in world-building power. This kind of progress is only possible through deep partnership, where scientists and creators work side by side.\u201d<\/p>\n The future is interactive and we\u2019re building it now<\/p>\n The future of creativity at EA is brighter than ever.<\/p>\n With partners like Stability AI, we\u2019re opening new creative frontiers that will shape how our teams design, build, and bring experiences to players around the world. These tools are helping our artists, designers, and developers do what they do best\u2014tell incredible stories, craft unforgettable worlds, and deliver Innovation has always fueled progress at EA, but it\u2019s our people and their imagination, artistry, and passion who make the experiences. And together, we can\u2019t wait to see what comes next.<\/p>\n Best of Variety<\/p>\n Sign up for Variety’s Newsletter<\/a>. For the latest news, follow us on Facebook<\/a>, Twitter<\/a>, and Instagram<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"Video game giant Electronic Arts has struck a new partnership with generative tech company Stability AI \u201cto co-develop…\n","protected":false},"author":2,"featured_media":235004,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[49,48,9617,5961,111252,111251,61],"class_list":["post-235003","post","type-post","status-publish","format-standard","has-post-thumbnail","category-technology","tag-ca","tag-canada","tag-electronic-arts","tag-james-cameron","tag-prem-akkaraju","tag-stability-ai","tag-technology"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/235003","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/comments?post=235003"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/posts\/235003\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media\/235004"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/media?parent=235003"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/categories?post=235003"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/ca\/wp-json\/wp\/v2\/tags?post=235003"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
game content.<\/p>\n
moments that inspire the world to play.<\/p>\n