图源：Pixabay

距离ChatGPT与Stable Diffusion引起全球对AIGC热议已经过去了一年有余。这项技术并没有如一些早期看空者所预料的那样迅速退潮，而是还在持续发展。如OpenAI的Sora、甲骨文的Claude 3这样的AI技术迭代仍在持续发生。

而在游戏界，各个国际大厂对生成式AI技术的态度已经从最初的好奇，转变为务实的认可。目前，多家海内外游戏大厂都在积极推动AIGC在游戏开发中的应用落地。

近日，美国EA公司的CEO Andrew Wilson登上了摩根斯坦利举办的论坛活动，分享了该公司对AIGC游戏开发的看法。结合公司自身的实际开发案例，Wilson表示，生成式人工智能时代令人难以置信地兴奋”，且EA正在“深入拥抱”这项新技术。

Andrew Wilson

Wilson援引EA内部针对游戏开发全流程进行的可行性研究表示，有60%的游戏开发流程“能够受到AI的正向影响”。而在他看来，生成式AI将从“效率、扩展和变革”三大方向对游戏开发带来改变。

其中在“增效”层面，Wilson认为AIGC将帮助该公司的游戏开发提升30%的效率：“虽然我们还没有计算明确的数据，但我可以告诉你，在我的脑海里，我的方向是‘我们如何使用生成式人工智能，让我们的公司效率提高30% ？‘’从今天起的三年内，我们怎样才能把效率提高30% ？’”

而在“扩展”方面，Wilson认为，生成式AI的介入能够帮助开发者大幅扩展玩家的体验。他结合当家足球游戏《EA Sports FC》的实际开发案例称，此前这个系列仅有12个标准的步行循环动画；而借由AIGC的帮助，开发团队将这一动画的数量提升到了1200个，足有100倍之多，大幅提升了球员动画的表现力。

EA Sports FC 24

在扩展了玩家体验的情况下，Wilson认为，随着游戏规模、深度和沉浸感的提升，他将会吸引更多玩家——他甚至还算了笔经济账：“我们现在做的计算是，我们的网络中有7亿人。我们认为，通过个性化、文化化、更深入、更沉浸式的体验，增加50%的用户并不是不合理的。我们现在正在观察人工智能如何影响其他平台的商业化，我们看到的是，真正的个性化内容、为我和我的朋友定制的内容，在商业化盈利上会高出10%到20%。”

结合各项数据，Andrew Wilson认为生成式AI将帮助该公司提升30%的开发效率、获得额外50%的用户、并提升10-20%的ARPU——这是相当惊奇的成绩。正因如此，CEO还透露，除了《EA Sports FC》之外，目前EA内部的开发团队正在广泛接受全新的AIGC技术：“我们看到，公司内部正在围绕这些事情真正展开怀抱，这些技术可以帮助他们更快地实现超越。”

最后，Andrew Wilson高度看好AIGC技术在长期的变革潜力：“我们所看到的是，每次在媒体和技术上有意义的技术进步，当你能够使一个行业民主化并将其交给广大民众时，不可思议的事情就会发生。一旦你把这些技术交给了世界，这个世界上有30亿玩家在创造自己的内容，扩展和增强我们开发的世界，在我们的技术平台上建立和创造他们自己的世界，突然之间，我们就成了平台经济的受益者。对我来说，除了我们从常规增长中获得的收益之外，这是一个数十亿美元的机会。”

威尔逊承认，AIGC技术很大程度上仍处于早期阶段，但“每天我们都能看到令人难以置信的进步”。

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rgba(255, 255, 255, .1);--weui-RED: #fa5151;--weui-ORANGERED: #ff6146;--weui-ORANGE: #c87d2f;--weui-YELLOW: #cc9c00;--weui-GREEN: #74a800;--weui-LIGHTGREEN: #3eb575;--weui-BRAND: #07c160;--weui-BLUE: #10aeff;--weui-INDIGO: #1196ff;--weui-PURPLE: #8183ff;--weui-WHITE: rgba(255, 255, 255, .8);--weui-LINK: #7d90a9;--weui-TEXTGREEN: #259c5c;--weui-FG: #fff;--weui-BG: #000;--weui-TAG-TEXT-RED: rgba(250, 81, 81, .6);--weui-TAG-BACKGROUND-RED: rgba(250, 81, 81, .1);--weui-TAG-TEXT-ORANGE: rgba(250, 157, 59, .6);--weui-TAG-BACKGROUND-ORANGE: rgba(250, 157, 59, .1);--weui-TAG-TEXT-GREEN: rgba(6, 174, 86, .6);--weui-TAG-BACKGROUND-GREEN: rgba(6, 174, 86, .1);--weui-TAG-TEXT-BLUE: rgba(16, 174, 255, .6);--weui-TAG-BACKGROUND-BLUE: rgba(16, 174, 255, .1);--weui-TAG-TEXT-BLACK: rgba(255, 255, 255, .5);--weui-TAG-BACKGROUND-BLACK: rgba(255, 255, 255, .05)}}@media screen and (min-width:1024px) and (prefers-color-scheme:dark){body:not(.pages_skin_pc) 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