Krafton Becomes AI-First Company With $70M Investment

Krafton, the South Korean video game company behind PUBG and other titles, has declared itself an "AI-first" company, committing to a comprehensive reorganization that places AI at the core of its business operations including development, management, and culture. The firm plans to invest approximately $70 million initially to build a GPU cluster to support advanced AI tasks and an additional $20 million annually starting in 2026 to help employees integrate AI tools into their work. CEO Kim Chang-han emphasized that this strategy will enable employees to focus on creative and complex problem-solving activities while AI handles more routine tasks, aiming to foster individual growth and innovation across the company. Krafton's initiative reflects an industry-wide trend toward AI adoption, despite mixed reactions from fans and concerns within the creative community about the implications of generative AI on professional artistry. The company aspires to become a global leader in AI innovation within the gaming sector, leveraging this transformation to enhance player-centered experiences and expand its organizational capabilities. This move follows similar ventures by other gaming giants, underscoring AI's growing role in shaping the future of game development.