Krafton Announces Bold Shift to Become an “AI-First” Company, What Does That Mean

Krafton, the South Korean studio best known for PUBG, InZoi, The Callisto Protocol, and the upcoming Subnautica 2, has revealed plans to transform itself into an “AI-First” company, placing artificial intelligence at the center of its operations and game development.

PUBG studio Krafton to become an AI‑First company, investing heavily in AI tools, GPU clusters, and training programs for future innovation.

The announcement came during the Krafton Live Talk event on October 23, where CEO Chang-han Kim outlined a sweeping strategy to automate routine tasks using advanced AI systems. The idea is simple: let AI handle repetitive work so that developers and staff can focus on creativity, innovation, and solving complex problems.

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

Major Investment in AI Infrastructure

To make this vision a reality, Krafton is investing KRW 100 billion (around $70 million USD) into building a GPU cluster dedicated to AI research and automation. This infrastructure will serve as the backbone for AI-driven workflows, supporting everything from in-game AI services to large-scale automation.

By late 2026, Krafton expects to complete its AI platform and data integration system, creating a unified foundation for company-wide AI operations.

Starting in 2026, the company will also allocate KRW 30 billion annually to help employees adopt AI tools in their daily work. This includes training programs like the AI Learning Hub, collaborative initiatives such as the AI Roundtable, and even internal competitions like the AI Hackathon to encourage experimentation and knowledge sharing.

Reshaping Work Culture

Krafton isn’t just adding AI to its toolbox, it’s reorganizing its entire structure around it. HR systems and organizational workflows will be rebuilt to support AI-driven processes. The company believes this will create a “virtuous cycle” where time saved through automation can be reinvested into new game development and innovation projects.

This move marks one of the most ambitious AI initiatives in gaming so far. By embedding AI into every level of development and management, Krafton is betting big on a future where artificial intelligence doesn’t just support game creation, it transforms how games are made and how companies operate.