Creative GenerationAugments Human LaborVerified
Reviewed and published by trentmaziarz, March 19, 2026. Discovered and drafted by our automated research pipeline.
EA uses an AI-generated copy of commentator Guy Mowbray's voice — created with his consent — to record the names of over 20,000 players in its soccer game EA Sports FC. Longer commentary lines are still recorded by the human commentator.
Details
Confirmed by both EA and Mowbray ahead of FC 26's release. The process involves Mowbray recording each name in approximately five intonations, which EA then uses to train an AI voice synthesis model that can produce new name recordings without requiring Mowbray's physical presence for every session. FC 26's Steam store page includes a disclosure that the game uses generative AI. EA stated the approach is a collaboration with its talent, not a replacement.
Products affected
EA Sports FC 24EA Sports FC 25EA Sports FC 26
Sources & Evidence
News Article
Cite this record
Trace Foundation. (2026). Electronic Arts (EA): EA uses an AI-generated copy of commentator Guy Mowbray's voice — created with his consent — to record the names of over 20,000 players in its soccer game EA Sports FC. Longer commentary lines are still recorded by the human commentator (data as of 2026-03-19) [Data set record]. AI Trace. https://www.aitrace.org/r/practice/00d129b6-fb3f-45e4-b169-26cbaa8a896b. Accessed October 14, 2026.
- Stable link
- https://www.aitrace.org/r/practice/00d129b6-fb3f-45e4-b169-26cbaa8a896b
- Data as of
- March 19, 2026
- Last verified
- June 6, 2026
Other practices by Electronic Arts (EA)
OtherEA announced Project Atlas in 2018 as a cloud-based platform for building and running games, with AI built directly into the development environment — including a demonstration of AI generating game terrain from real-world geographic survey data. Its current status within EA's infrastructure is unclear.OtherEA deployed an internal AI mandate across its approximately 15,000 employees starting in 2024, requiring use of tools including an in-house chatbot called ReefGPT for coding, playtester feedback summarization, and other tasks. The mandate overlapped in timing with layoffs of approximately 670 employees in February 2024 and a further 300 to 400 in April 2025; EA has not officially attributed the workforce reductions to AI.OtherEA is developing an unreleased mobile product called Project Air where players can create AI characters, interact with them using open-ended text conversations, and share them with other players. It is EA's most experimental generative AI product to date.
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