Embracer Group – which has reduced its headcount by 4532 employees in the past financial year – wants to harness AI to "empower" its staff, saying artificial intelligence "has the capability to massively enhance game development by increasing resource efficiency".

In its latest annual report, as spotted by PC Gamer, Embracer privacy and AI governance head Tomas Hedman stressed it would be a risk if the company didn't use AI, as it would put the firm at a "competitive disadvantage [with] other industry players".

"Certainly, one of the major risks for a company is not to use AI, as this would mean a competitive disadvantage vis-à-vis other industry players," Hedman said. "Most companies will move forward on AI integration in different ways. For us, it is the way that we do this that is the most critical element.

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EA CEO Andrew Wilson has revealed plans to "harness the power" of its game communities and use advertising as a "meaningful driver of growth" for the company.

In EA's latest financial report, Wilson fielded comments from investors, advising that whilst the megacorp needs to be "very thoughtful about advertising", given "many, many billions of hours" are spent on its games, "advertising has an opportunity to be a meaningful driver of growth for [EA]".

"To answer your question on advertising broadly, again, I think it's still early on that front," Wilson said. "And we have looked over the course of our history to be very thoughtful about advertising in the context of our play experiences.

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