At Electronic Arts, creativity isn’t just part of what we do, it’s what drives us forward. It’s 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.

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 – amplifying imagination, accelerating expression, and enabling our teams to deliver bold, new experiences that inspire the world to play. 

Machine Learning and Artificial Intelligence (AI) have long been cornerstones of innovation at EA — powering everything from intelligent gameplay and real-time animation to physics simulation, pathfinding solutions, and more efficient development pipelines.

Today, we’re taking the next step on that journey.

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’s work is revolutionizing visual media.

Empowering our teams

With humans at the center of storytelling, we’re 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 – building world-class games and experiences that entertain massive online communities. It can draft, generate, and analyze, but it can’t imagine, empathize, or dream. That’s the work of EA’s extraordinary artists, designers, developers, storytellers, and innovators.

Simply put, this partnership will help empower our creatives to do what they do best.

“Creativity has always been at the heart of everything our teams do,” says Kallol Mitra, VP of Creative Innovation at EA. “Together with Stability AI, we’re amplifying that creativity. Giving artists, designers, and developers the power to dream bigger and build more.”

“I use the term smarter paintbrushes,” says Steve Kestell, Head of Technical Art for EA SPORTS. “We are giving our creatives the tools to express what they want. Tools that will allow creativity to get directly from people’s minds, and into our experiences.”

Igniting potential

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 – for example, tools that generate 2D textures that maintain exact color and light accuracy across any environment. 

Whether it’s 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’ll now be able to do this faster and with higher quality.

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. 

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 game content.

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.

These are just a few examples of what is to come.

“EA has always been, and will continue to be, at the forefront of technology, innovation, and play,” says Rick Stringfellow, Head of Visual Content for EA Entertainment. “Partnerships like this are how we evolve the craft of game-making and give our teams the tools to tell deeper, more meaningful stories.”

“EA is a pioneer in interactive entertainment and understands that innovation begins with the creator,” said Prem Akkaraju, CEO of Stability AI. “At Stability AI, we put creators at the center and build around their specific needs. By embedding our 3D research team directly with EA’s artists and developers we’ll 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.”

The future is interactive and we’re building it now

The future of creativity at EA is brighter than ever.

With partners like Stability AI, we’re 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—tell incredible stories, craft unforgettable worlds, and deliver moments that inspire the world to play.

Innovation has always fueled progress at EA, but it’s our people and their imagination, artistry, and passion who make the experiences. And together, we can’t wait to see what comes next.