Electronic Arts is facing internal backlash after reports surfaced that management is pressuring developers to use artificial intelligence (AI) across multiple departments, from coding and art design to quality assurance. According to a recent Business Insider report, many employees are frustrated with the company’s growing reliance on AI, describing the tools as inefficient, unreliable, and in some cases, a threat to their jobs.
EA’s leadership, however, appears determined to integrate AI into nearly every aspect of game development — a decision that has sparked unease throughout one of gaming’s biggest publishers.
🤖 AI Integration Becomes a Corporate Mandate at EA
Sources cited in the Business Insider report claim that EA’s internal AI tool, known as ReefGPT, is being rolled out company-wide and integrated into “just about everything.” Developers have reportedly been instructed to use the chatbot to generate code snippets, create concept art, and even assist in level design.
However, developers inside the company describe the technology as far from perfect. One anonymous programmer claimed that the AI’s code output “often requires extensive cleanup,” while another mentioned that it “saves no time at all — in fact, it doubles the workload.”
Some employees have also been directed to “train” the AI by feeding it data from their own work, raising concerns that their jobs could eventually be automated. One designer told Business Insider that management had begun referring to the AI tool as a “thought partner,” a phrase that rubbed many the wrong way.
“They’re calling it a ‘partner,’ but it feels like we’re teaching the machine to replace us,” said one developer.
💼 Internal Fears Following EA’s $55 Billion Buyout
This AI push comes at a sensitive time for the company. In September 2025, EA confirmed it would be acquired for $55 billion by an investment consortium including Saudi Arabia’s Public Investment Fund (PIF), Silver Lake, and Affinity Partners — the latter founded by Jared Kushner, son-in-law to former U.S. President Donald Trump.
The deal, structured as a leveraged buyout, left EA with roughly $20 billion in debt, according to reports. Insiders suggest that EA’s aggressive automation strategy may be linked to cost-cutting measures imposed under its new ownership.
A former senior employee at Respawn Entertainment (a studio owned by EA) told Business Insider that several QA workers were let go earlier this year after parts of the testing process were replaced with AI systems. These systems reportedly analyze player feedback and test data to identify bugs and performance issues — work that was traditionally handled by human testers.
🗣️ Executives Defend AI’s Role in Game Development
Despite the backlash, EA’s leadership remains vocal about the benefits of artificial intelligence. CEO Andrew Wilson has repeatedly argued that AI will “augment, not replace” development teams, describing it as a tool that can enhance creativity rather than diminish it.
Speaking during an earnings call last year, Wilson said:
“We see AI as a way to empower our teams, to help them create more immersive worlds, deeper gameplay systems, and better experiences for players.”
Yet, developers inside the company remain skeptical. Many argue that management’s enthusiasm for AI seems driven more by shareholder expectations and cost efficiency than by actual creative benefits.
🎮 The Broader Industry’s Divide Over AI
EA isn’t alone in embracing automation. Game publishers across the industry are increasingly experimenting with AI to cut development costs and speed up production cycles.
Krafton — the company behind PUBG: Battlegrounds and Subnautica 2 — recently announced its transformation into an “AI-first company,” using machine learning systems to assist with animation, writing, and project management. Similarly, Ubisoft and Square Enix have both tested generative AI for dialogue creation and environment art.
At the same time, many veteran developers have publicly warned about the dangers of overreliance on AI, arguing that it threatens to undermine creativity, reduce job opportunities, and produce soulless content.
Earlier this month, Meghan Morgan Juinio, former God of War executive, defended AI’s role in game development, describing it as a tool for creative augmentation rather than replacement. “AI will evolve whether we embrace it or not,” she said — echoing a growing sentiment among executives across the gaming industry.
⚠️ Developers Push Back: ‘AI Isn’t a Magic Solution’
For many at EA, however, the forced adoption of AI feels less like innovation and more like corporate overreach. Developers complain that the technology is still too immature to handle complex tasks reliably and that its implementation has created more friction than efficiency.
One artist told Business Insider:
“Management sees AI as this magic bullet that will make everything cheaper and faster, but it’s just not there yet. We’re spending time fixing its mistakes instead of making games.”
These frustrations highlight a broader tension within the gaming industry — between creative expression and corporate optimization. As studios rush to adopt AI for cost-cutting or trend-chasing, many developers fear that the technology’s limitations will hurt more than it helps.
🧩 The Uncertain Future of AI in Game Development
AI in game development is inevitable, but its integration remains controversial. For a publisher as large as EA, how it chooses to use AI could set the tone for the rest of the industry.
If the tools improve and support creative workflows as promised, they could revolutionize development. But if they continue to replace human workers or produce lackluster results, the backlash could deepen — both internally and among players.
For now, EA’s workforce appears divided. Some view the AI initiative as a step toward the future of game creation. Others see it as a corporate shortcut that prioritizes profits over people.
Either way, one thing is clear: the gaming industry’s AI revolution has already begun, and Electronic Arts is standing right at its center — whether its developers like it or not.
