The Rise of AI

Many fear the term “AI” when it comes to the video game industry. Feared that many developers will lose their jobs, players will experience a more robotic or less human gameplay experience. Though those are all valid concerns, AI is quickly becoming a resource to help with development costs and production of the games we love and enjoy. A survey at GDC declared that over 51% of developers work at studios that use AI tools to help with production.

Now, Krafton, the company behind PUBG and the current lawsuit with the Subnautica 2 developers, has declared transformation to be an “AI” first company.

Krafton’s CEO Chang-han Kim declared the new AI transformation during the company's Krafton Live Talk Transition to an AI First Company: The Future of Work, Company, and Individuals.

“Starting today, Krafton will automate work centered on Agentic AI and fully implement an AI-centered management system where members focus on creative activities and complex problem-solving,” and “We will leap forward as a company that promotes the growth of members and expands the organization’s areas of challenge through AI.”

The AI first strategy will prioritize AI as its central means of problem-solving, increasing company-wide productivity, and accelerating mid- to long-term corporate value growth. Krafton will invest approximately KRW 100 billion to build a GPU cluster. With this investment, the team will pursue AI workflow automation, as well as AI R&D and in-game AI services.

This is only the beginning of their plans as they will invest another KRW 30 billion annually starting in 2026 to actively support its employees applying various AI tools to their work.

CEO Kim Chang-han said, “Through our AI First strategy, Krafton will expand the growth opportunities for each member, expand creative attempts centered on player experience, and lead AI innovation across the gaming industry.” He added, “We will establish operational standards centered on AI and present best practices that can be referenced in the global gaming industry.”

We want to hear your thoughts about AI and Krafton’s approach to an AI first company in the comments section below.