EA announced a strategy in March 2024 to use generative AI for personalized game content, aiming to grow its roughly 700 million player network by at least 50% and increase per-player spending by 10 to 20%. CEO Andrew Wilson, speaking at a Morgan Stanley investor conference, said EA had already used generative AI to expand in-game content in EA Sports FC 24 and outlined early AI tools for The Sims franchise at the company's September 2024 Investor Day.

At the Morgan Stanley Technology, Media and Telecom Conference in March 2024, CEO Andrew Wilson said EA had used generative AI to expand run cycles in EA Sports FC 24 from 12 to 1,200 and projected that personalized AI-generated content could increase per-player spending by 10 to 20%, citing observations from other platforms. He also projected that generative AI could grow EA's network of roughly 700 million players by at least 50% over a five-year horizon, which he described as a multi-billion dollar opportunity. At EA's September 2024 Investor Day, the company showed early AI tools for The Sims franchise, including an image-based search tool for the user-generated content gallery and an outfit creation feature that lets players upload a photo to generate in-game clothing. No confirmed timeline for player-facing deployment of these tools has been publicly announced.