EA's CEO has publicly stated that using AI to personalize game content for individual players leads to 10–20% higher revenue per player. EA has laid out a strategy to use AI-driven personalization to grow its player network by 50% and unlock what it calls a multi-billion dollar opportunity.

At a Morgan Stanley investor conference in March 2024 — held one week after EA announced 670 layoffs — CEO Andrew Wilson described the monetization upside of personalized AI-generated content, stating that when content is bespoke to an individual player, monetization is 10–20% greater. At EA's September 2024 Investor Day, the company demonstrated early AI tools including a "Script to Scene" narrative tool and a photo-to-texture tool for The Sims as part of this personalization strategy. The exact systems currently deployed to players have not been publicly detailed.