{"id":2006111,"date":"2026-06-23T10:01:42","date_gmt":"2026-06-23T07:01:42","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=2006111"},"modified":"2026-06-23T10:01:42","modified_gmt":"2026-06-23T07:01:42","slug":"senior-ea-exec-laura-miele-thinks-ai-has-led-to-a-real-rise-of-creativity-among-the-publishers-studios","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=2006111","title":{"rendered":"Senior EA exec Laura Miele thinks AI has led to &#8220;a real rise of creativity&#8221; among the publisher&#8217;s studios"},"content":{"rendered":"<article class=\"article \" data-ads=\"true\" data-article-type=\"news\" data-article-group=\"news\" data-paywalled=\"false\" data-premium=\"false\" data-sponsored=\"false\" data-type=\"article\">\n<header class=\"article_header\" data-component=\"article-header\">\n<div class=\"breadcrumbs\">\n<nav class=\"nav_breadcrumbs\" data-component=\"nav-breadcrumbs\" aria-label=\"Breadcrumb\">\n<ul class=\"nav-links\">\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/\" data-active=\"false\"><br \/>\n                      Home<br \/>\n                <\/a>\n            <\/li>\n<li>\n                <a href=\"https:\/\/www.eurogamer.net\/news\" data-active=\"false\"><br \/>\n                      News<br \/>\n                <\/a>\n            <\/li>\n<\/ul>\n<\/nav><\/div>\n<div class=\"headline_details\" id=\"main-content\">\n<h1 class=\"title\">Senior EA exec Laura Miele thinks AI has led to &#8220;a real rise of creativity&#8221; among the publisher&#8217;s studios<\/h1>\n<p class=\"strapline\">&#8220;I really believe in what I&#8217;ve seen.&#8221;<\/p>\n<\/p><\/div>\n<div class=\"headline_asset\">\n<figure class=\"headline_image_wrapper\">\n<p>        <img fetchpriority=\"high\" decoding=\"async\" class=\"headline_image\" src=\"https:\/\/assetsio.gnwcdn.com\/laura-miele-ea-header.jpg?width=570&amp;quality=85&amp;format=jpg&amp;dpr=3&amp;auto=webp\" alt=\"Image showing EA&apos;s president of enterprise development Laura Miele, superimposed over the EA logo.\" loading=\"eager\" data-uri=\"laura-miele-ea-header.jpg\" data-lightbox width=\"570\" height=\"321\"><figcaption>\n          <span class=\"attribution\">Image credit: <cite>Eurogamer\/EA<\/cite><\/span><br \/>\n        <\/figcaption><\/figure>\n<\/p><\/div>\n<div class=\"metadata\">\n<div class=\"avatar\">\n<p>    <img loading=\"lazy\" decoding=\"async\" alt=\"Matt Wales avatar\" src=\"https:\/\/assetsio.gnwcdn.com\/1521645425.jpg?width=2048&amp;height=2048&amp;fit=bounds&amp;quality=85&amp;format=jpg&amp;auto=webp\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\"><\/p>\n<p>  <img alt=\"Matt Wales avatar\" data-autosize=\"crop_lossy\" data-uri=\"1521645425.jpg\" loading=\"lazy\" style=\"aspect-ratio: 1\" width=\"180\" height=\"179\">\n<\/div>\n<div class=\"text\">\n<div class=\"byline\">\n                  <span class=\"article_type\" data-slug=\"news\"><br \/>\n                    News<br \/>\n                  <\/span><\/p>\n<p><span class=\"by\">by<\/span> <span class=\"author\"><a href=\"https:\/\/www.eurogamer.net\/authors\/matt-wales\">Matt Wales<\/a><\/span>                    <span class=\"job_title\"><br \/>\n                      News Reporter<br \/>\n                    <\/span>\n            <\/div>\n<div class=\"published_at\">\nPublished on <time datetime=\"2026-06-23T10:01:42+00:00\">June 23, 2026<\/time>              <\/div>\n<\/p><\/div>\n<\/p><\/div>\n<\/header>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p>As conversations around the increasing prevalence of controversial generative AI tools in game development continue, EA&#8217;s president of enterprise development Laura Miele has said she believes the tech has led to a &#8220;real rise in creativity&#8221; among the publisher&#8217;s studios.<\/p>\n<p>Miele was speaking at Game Business Live, attended by Eurogamer, during this year&#8217;s Summer Game Fest, and replying to host Christopher Dring&#8217;s question, &#8220;Will the rise of AI tools lead to shorter development cycles?&#8221;. Miele &#8211; who served as president of EA Entertainment prior to her promotion earlier this month &#8211; responded, &#8220;Perhaps in some parts they will. I really believe in what I&#8217;ve seen, that I&#8217;m pretty excited about.&#8221;<\/p>\n<p>&#8220;I&#8217;ve always wanted to&#8230; help our studio developers remove friction, and I&#8217;ve always kind of wanted to be a hero to them and help them create career-defining experiences,&#8221; Miele continued. &#8220;And I think that AI, what I&#8217;ve seen, how AI has enabled removing friction from our pipelines and our tools and our workflows, has been pretty exciting.<\/p>\n<p>&#8220;It&#8217;s removed some tedium out of their jobs &#8211; and I&#8217;ve seen faster prototyping, I&#8217;ve seen faster creativity, and shorter, faster conversations around creativity and coming to alignment. And so&#8230; I think it&#8217;s super interesting. I think there&#8217;s a real rise of creativity that comes from removing some of the tedious tasks about development.&#8221;<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span><\/p>\n<p>Miele&#8217;s positive comments follow a <a href=\"https:\/\/www.businessinsider.com\/inside-ai-divide-roiling-video-game-giant-electronic-arts-2025-10\">report by Business Insider last October<\/a> claiming EA leadership had spent the year &#8220;urging its nearly 15,000 employees to use AI for just about everything&#8221;, from the creation of code and concept art to managerial work, including &#8220;scripting conversations with direct reports about sensitive topics such as pay and promotions&#8221;.<\/p>\n<p>That&#8217;s perhaps no surprise, given <a href=\"https:\/\/www.eurogamer.net\/ea-games-becomes-ea-entertainment-splits-from-ea-sports-in-major-restructuring\">EA CEO Andrew Wilson insisted in 2023 that AI is &#8220;the very core of our business&#8221;<\/a>, revealing the company had over 100 &#8220;active novel AI projects&#8221; to assist with game development. According to Business Insider, however, EA&#8217;s push had caused discontent among employees. Some were worried about their jobs after being asked to train AI tools on their own work, while others claimed EA&#8217;s in-house chatbot ReefGPT produced flawed code and other &#8220;hallucinations&#8221; that needed correcting.<\/p>\n<p>Generative AI tools remain hugely controversial of course, given the substantial ethical and environmental concerns surrounding the technology. And that&#8217;s without factoring in the <a href=\"https:\/\/www.eurogamer.net\/ram-prices-are-soaring-what-does-it-mean-for-gaming\">dramatic impact AI is having on the consumer hardware industry<\/a>, as tech giants&#8217; rush to build new AI datacentres sends RAM and storage prices &#8211; and the cost of hardware that requires them &#8211; soaring. Even so, gen-AI use continues to proliferate across the games industry.<\/p>\n<p>Many major publishers are embracing the technology. <a href=\"https:\/\/www.eurogamer.net\/sony-playstation-pc-ai-annual-report\">PlayStation recently announced a raft of AI initiatives<\/a>, for instance, including plans to &#8220;improve productivity [across its studios] through the use of AI powered tools&#8221;. Capcom, too, <a href=\"https:\/\/www.eurogamer.net\/capcom-generative-ai-use\">recently revealed<\/a> it was &#8220;seeing a certain degree of effectiveness from the use of generative AI&#8221;. And Epic last week <a href=\"https:\/\/www.eurogamer.net\/unreal-engine-5-8-ai-llm-engine\">announced its new Unreal Engine 6 will feature major support for the technology<\/a>.<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"2\"><\/span><\/p>\n<p>Epic boss Tim Sweeney has long been bullish about generative AI, of course, and last year <a href=\"https:\/\/www.eurogamer.net\/epic-games-boss-tim-sweeney-says-steam-ai-disclosures-make-no-sense\">dismissed AI disclosure initiatives<\/a> launched by the likes of Valve on Steam as unnecessary, reasoning the technology &#8220;will be involved in nearly all future production&#8221;. And he might have a point &#8211; <a href=\"https:\/\/www.eurogamer.net\/steam-next-fest-generative-ai-disclosure-thousands\">more than a 1,000 games in Steam&#8217;s latest Next Fest feature a generative AI disclosure<\/a> of some kind.<\/p>\n<p>Amid all this publisher Take-Two&#8217;s former AI boss Dr. Luke Dicken &#8211; whose division was responsible for researching and exploring the way various forms of AI could help game development &#8211; recently <a href=\"https:\/\/www.eurogamer.net\/take-two-former-ai-head-generative-ai-hype-poisoning-the-well\">spoke out about generative AI<\/a>, saying it&#8217;s &#8220;poisoning the well&#8221; for AI as a whole: &#8220;Some of the excesses of gen-AI are so egregious that you need to make sure you&#8217;re able to push back.&#8221;<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<div class=\"preferred-source\" data-component=\"preferred-source\">\nLove Eurogamer.net? Make us a <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/www.google.com\/preferences\/source?q=https:\/\/www.eurogamer.net\">Preferred Source on Google<\/a> and catch more of our coverage in your feeds.  <\/div>\n<\/article>\n<div class=\"article_body\" data-component=\"article-content\">\n<div class=\"article_body_content article-styling\">\n<p>As conversations around the increasing prevalence of controversial generative AI tools in game development continue, EA&#8217;s president of enterprise development Laura Miele has said she believes the tech has led to a &#8220;real rise in creativity&#8221; among the publisher&#8217;s studios.<\/p>\n<p>Miele was speaking at Game Business Live, attended by Eurogamer, during this year&#8217;s Summer Game Fest, and replying to host Christopher Dring&#8217;s question, &#8220;Will the rise of AI tools lead to shorter development cycles?&#8221;. Miele &#8211; who served as president of EA Entertainment prior to her promotion earlier this month &#8211; responded, &#8220;Perhaps in some parts they will. I really believe in what I&#8217;ve seen, that I&#8217;m pretty excited about.&#8221;<\/p>\n<p>&#8220;I&#8217;ve always wanted to&#8230; help our studio developers remove friction, and I&#8217;ve always kind of wanted to be a hero to them and help them create career-defining experiences,&#8221; Miele continued. &#8220;And I think that AI, what I&#8217;ve seen, how AI has enabled removing friction from our pipelines and our tools and our workflows, has been pretty exciting.<\/p>\n<p>&#8220;It&#8217;s removed some tedium out of their jobs &#8211; and I&#8217;ve seen faster prototyping, I&#8217;ve seen faster creativity, and shorter, faster conversations around creativity and coming to alignment. And so&#8230; I think it&#8217;s super interesting. I think there&#8217;s a real rise of creativity that comes from removing some of the tedious tasks about development.&#8221;<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"1\"><\/span><\/p>\n<p>Miele&#8217;s positive comments follow a <a href=\"https:\/\/www.businessinsider.com\/inside-ai-divide-roiling-video-game-giant-electronic-arts-2025-10\">report by Business Insider last October<\/a> claiming EA leadership had spent the year &#8220;urging its nearly 15,000 employees to use AI for just about everything&#8221;, from the creation of code and concept art to managerial work, including &#8220;scripting conversations with direct reports about sensitive topics such as pay and promotions&#8221;.<\/p>\n<p>That&#8217;s perhaps no surprise, given <a href=\"https:\/\/www.eurogamer.net\/ea-games-becomes-ea-entertainment-splits-from-ea-sports-in-major-restructuring\">EA CEO Andrew Wilson insisted in 2023 that AI is &#8220;the very core of our business&#8221;<\/a>, revealing the company had over 100 &#8220;active novel AI projects&#8221; to assist with game development. According to Business Insider, however, EA&#8217;s push had caused discontent among employees. Some were worried about their jobs after being asked to train AI tools on their own work, while others claimed EA&#8217;s in-house chatbot ReefGPT produced flawed code and other &#8220;hallucinations&#8221; that needed correcting.<\/p>\n<p>Generative AI tools remain hugely controversial of course, given the substantial ethical and environmental concerns surrounding the technology. And that&#8217;s without factoring in the <a href=\"https:\/\/www.eurogamer.net\/ram-prices-are-soaring-what-does-it-mean-for-gaming\">dramatic impact AI is having on the consumer hardware industry<\/a>, as tech giants&#8217; rush to build new AI datacentres sends RAM and storage prices &#8211; and the cost of hardware that requires them &#8211; soaring. Even so, gen-AI use continues to proliferate across the games industry.<\/p>\n<p>Many major publishers are embracing the technology. <a href=\"https:\/\/www.eurogamer.net\/sony-playstation-pc-ai-annual-report\">PlayStation recently announced a raft of AI initiatives<\/a>, for instance, including plans to &#8220;improve productivity [across its studios] through the use of AI powered tools&#8221;. Capcom, too, <a href=\"https:\/\/www.eurogamer.net\/capcom-generative-ai-use\">recently revealed<\/a> it was &#8220;seeing a certain degree of effectiveness from the use of generative AI&#8221;. And Epic last week <a href=\"https:\/\/www.eurogamer.net\/unreal-engine-5-8-ai-llm-engine\">announced its new Unreal Engine 6 will feature major support for the technology<\/a>.<\/p>\n<p><span class=\"injection_placeholder\" data-position=\"2\"><\/span><\/p>\n<p>Epic boss Tim Sweeney has long been bullish about generative AI, of course, and last year <a href=\"https:\/\/www.eurogamer.net\/epic-games-boss-tim-sweeney-says-steam-ai-disclosures-make-no-sense\">dismissed AI disclosure initiatives<\/a> launched by the likes of Valve on Steam as unnecessary, reasoning the technology &#8220;will be involved in nearly all future production&#8221;. And he might have a point &#8211; <a href=\"https:\/\/www.eurogamer.net\/steam-next-fest-generative-ai-disclosure-thousands\">more than a 1,000 games in Steam&#8217;s latest Next Fest feature a generative AI disclosure<\/a> of some kind.<\/p>\n<p>Amid all this publisher Take-Two&#8217;s former AI boss Dr. Luke Dicken &#8211; whose division was responsible for researching and exploring the way various forms of AI could help game development &#8211; recently <a href=\"https:\/\/www.eurogamer.net\/take-two-former-ai-head-generative-ai-hype-poisoning-the-well\">spoke out about generative AI<\/a>, saying it&#8217;s &#8220;poisoning the well&#8221; for AI as a whole: &#8220;Some of the excesses of gen-AI are so egregious that you need to make sure you&#8217;re able to push back.&#8221;<\/p>\n<\/p><\/div>\n<\/p><\/div>\n","protected":false},"excerpt":{"rendered":"<p>Home News Senior EA exec Laura Miele thinks AI has led to &#8220;a real rise of creativity&#8221; among the publisher&#8217;s studios &#8220;I really believe in what I&#8217;ve seen.&#8221; Image credit: Eurogamer\/EA News by Matt Wales News Reporter Published on June 23, 2026 As conversations around the increasing prevalence of controversial generative AI tools in game [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[226,253],"class_list":["post-2006111","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-crawlmanager","tag-eurogamer-net"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2006111","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2006111"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/2006111\/revisions"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2006111"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2006111"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2006111"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}