Battlefield 6, the latest release in the long-running shooter series from Electronic Arts, is now available on PC, PlayStation 5, and Xbox Series S/X. Prior to the game’s launch, Electronic Arts stated that players would not see any content designed with generative artificial intelligence in the game.

This statement came days after the company announced a $50 billion share buyout deal, with reports indicating investors are betting on increased AI use to reduce costs.

Rebecca Kotaz, CEO at EA and Deputy General Manager at Criterion and Dice—two of the four studios involved in developing Battlefield 6—told BBC Newsbeat that no generative AI-designed content was included in the final game.

Kotaz added that generative AI was used in preparatory stages to give developers “more time and space for creativity,” but she views generative AI as a positive addition to the gaming sector. She said the technology is “very tempting,” but there is currently no way to integrate it into the game development workflow. Kotaz stated, “If we can break the magic of AI, it will help us be more innovative and creative.”

EA has always viewed AI positively and expressed readiness to explore this technology and its potential in gaming. However, the gaming industry has generally faced resistance from creators and consumers alike towards generative AI, despite the technology attracting investors due to its potential cost-saving benefits.

At the end of September, EA announced its transition to a private company through a $55 billion acquisition deal involving an investor consortium including private equity firm Silver Lake, the Saudi Public Investment Fund, and Jared Kushner’s Affinity Partners.

According to a report by the Financial Times (subscription required) on the acquisition deal, investors are betting that AI can help EA significantly reduce operating costs and enable the group to manage $20 billion in debt committed by JPMorgan. Participants in the deal told the Financial Times that AI-based cost cuts will substantially boost EA’s profits in the coming years.

However, the use of generative AI has been a point of contention between creators and major studios. Earlier this year, video game voice actors, represented by the SAG-AFTRA union, reached an agreement with game studios focusing on AI protections.