PUBG developer Krafton announces plans to become an AI-first company with $70 million investment

Krafton, the studio behind PUBG, will invest $70 million to transition into a fully AI-driven company

Krafton, the South Korean developer behind PUBG, The Callisto Protocol, and Subnautica 2, has announced plans to transform into an “AI-First” company, placing artificial intelligence at the centre of its operations and development.

The announcement was made during the Krafton Live Talk event on October 23, where CEO Chang-han Kim outlined the company’s new direction.

Kim explained that the shift aims to automate routine work through AI systems capable of setting goals and executing complex tasks, enabling employees to focus on creativity and problem-solving.

“Starting today, Krafton will automate work centred on agentic AI and fully implement an AI-centred management system,” Kim said. “We will leap forward as a company that promotes the growth of members and expands the organisation’s areas of challenge through AI.”

To support this transition, Krafton plans to invest approximately KRW 100 billion (around USD 70 million) in developing a GPU cluster for AI research and automation.

By the end of 2026, the company intends to complete its AI platform and data integration system, forming a unified infrastructure for AI-based workflows.

Beginning in 2026, Krafton will also allocate KRW 30 billion annually to help employees adopt and utilise AI tools.

Its HR and organisational structures will be redefined around artificial intelligence, featuring initiatives such as the “AI Learning Hub,” “AI Roundtable,” and “AI Hackathon” to promote staff training and innovation.

“With our AI-First strategy, Krafton will expand creative attempts centred on player experience and lead AI innovation across the gaming industry,” Kim added.

The announcement marks one of the gaming industry’s largest AI initiatives to date, signalling Krafton’s intention to embed artificial intelligence into every level of game development, management, and decision-making.