The Deluxe Edition of NHL 26 showcases the Tkachuk hockey family on its cover, featuring Panthers’ Matthew Tkachuk and Senators’ Brady Tkachuk with their father, the renowned power forward Keith Tkachuk, under bright lights at a misty ice rink. Electronic Arts utilized generative AI tools in creating the promotional art for this $100 version, a detail not previously disclosed by EA.

During an internal presentation to the player experience team, EA highlighted this accomplishment. Led by long-time EA sports marketing head Paul Marr, the staff was briefed on the use of AI tools like GPT and Comfy UI in the production process of the cover art. Challenges included Keith Tkachuk’s age and both sons being unavailable for conventional photoshoots due to their participation in playoffs. With consent from the family, EA leveraged generative AI to rejuvenate Keith and recreate his sons instead of resorting to traditional Photoshop techniques.

While human creatives oversaw the process, it remains uncertain what proportion of the final outcome was solely AI-generated. The presentation slide mentioned that AI was employed to create stylized mockups during exploration, using a library of images and expressions for each athlete to train the AI on their appearances. Additionally, reference imagery from different time periods aided in training a model to de-age Keith and generate a youthful version of him named “PRIME Keith.” Finally, AI was used to standardize lighting across various models before finalizing the artwork in Photoshop.

The NHL 26 Deluxe Edition cover art exemplifies how game companies are adopting AI despite player resistance against its presence. EA has been actively embracing this technology, as evident from CEO Andrew Wilson’s previous endorsement regarding its use in developing faces for their College Football franchise.

While some employees express concerns about AI causing errors or jeopardizing job security, Wilson sees AI as a catalyst for creativity and innovation. He emphasized during a recent earnings report that integrating AI enhances game development processes and personalizes experiences for players.

Marr’s presentation advises employees to involve legal counsel early when utilizing AI since training models may require significant time. It also stresses maintaining control over the creative process while leveraging AI’s capabilities effectively.

EA is currently on track to be acquired by Saudi Arabia and others in a $55 billion leveraged buyout. The company’s reliance on AI is seen as a strategic move to manage future debts efficiently, although some employees fear potential layoffs and adverse impacts on player experiences.

Another aspect discussed in the internal presentation involves using customer service AI tools to assist players within games. For instance, if players encounter challenges in College Football, a chatbot could provide links to guides or tutorial videos for support. A theoretical scenario suggests another option: purchasing card packs for game progression.

Although there is no indication of EA implementing such features in their games at present, this concept underscores why many players harbour scepticism toward AI integration in gaming experiences.

EA has chosen not to provide any comments on this matter.
Update 11/26/25 12:08 p.m. ET: EA has confirmed that permission was granted by the Tkachuk family for the use of AI technology.