OtherConsumer FacingVerified

EA 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.

Details

Revealed at EA's Investor Day in September 2024 by Chief Strategy Officer Mihir Vaidya as part of the company's "Transformation" strategy pillar — new kinds of entertainment products made possible only by AI. Project Air sits within EA's Ventures group. Job postings for the project (including a Community & Content Lead role) confirm active development. EA has not announced a release date or platform specifics beyond mobile.

Products affected

Project Air (in developmentunreleased)

Sources & Evidence

News Article

EA reveals experimental Project Air and states AI "is not merely a buzzword for us"

PocketGamer.biz·Sep 2024

https://www.pocketgamer.biz/ea-reveals-experimental-project-air/

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 laid off approximately 1,070–1,170 employees across 2024 and 2025 while publicly positioning AI as central to making the company 30% more efficient. The layoffs and AI strategy announcements have overlapped closely in timing, raising questions about the relationship between AI adoption and headcount reductions.OtherBattlefield 2042 uses AI-controlled soldiers to fill slots in its large multiplayer matches whenever there aren't enough human players available. These AI characters can capture objectives, drive vehicles, throw grenades, and revive squadmates — and players cannot opt out of being matched with them.

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