Krafton’s ₩100 Billion AI Investment to Reshape Game Development

While much of the gaming industry remains divided over artificial intelligence, Krafton, the South Korean publisher behind PUBG, inZOI, and Subnautica, is making its position clear — it’s going all in. T

The company has announced an ambitious plan to become an “AI-First” organisation, backed by a massive ₩100 billion (roughly US$70 million) investment.

Building a GPU Cluster for AI Research

In an official statement, CEO Kim Chang-han confirmed that the investment will go toward developing a large-scale GPU Cluster, an infrastructure critical to supporting the company’s long-term AI research. This move places Krafton among a small but growing list of major publishers actively building proprietary AI systems instead of relying solely on external providers.

The GPU Cluster will power a range of AI-driven projects, from machine-learning tools that enhance production efficiency to in-game systems that adapt dynamically to player behaviour. KRAFTON also plans to significantly expand its AI R&D division, establishing a dedicated hub to accelerate innovation across all its studios.

A Strategic Shift Toward “AI-First” Operations

According to Kim, Krafton’s AI initiative will do more than streamline game production; it’s designed to transform the company’s operations at every level. By restructuring its workflow around AI tools, KRAFTON hopes to enhance decision-making, automate repetitive tasks, and foster creative problem-solving among developers.

Starting in 2026, every employee will be required to integrate AI into their daily operations, signalling a company-wide shift toward a technology-driven culture. Kim framed the change as essential for remaining competitive in an evolving global games market, where data-driven insights increasingly shape design and publishing strategies.

Balancing Innovation and Creativity

Despite its aggressive AI ambitions, Krafton has yet to clarify whether this new approach will extend to generative AI, a controversial area of development that some studios have avoided due to ethical and creative concerns. The company’s statement focused instead on AI as a means of empowerment and efficiency, rather than a tool for replacing human creativity.

The announcement stands in sharp contrast to studios such as Pocketpair, which recently announced it would never fund or support games that use AI or blockchain technology. Krafton, in comparison, is positioning itself as a pioneer of applied AI in mainstream game development.

The Future of AI-Powered Game Creation

With its ₩100 billion investment, the Korean company joins a growing movement of major developers betting on artificial intelligence to redefine game creation, distribution, and player engagement.

Whether this AI-first vision will lead to revolutionary breakthroughs or raise new creative challenges remains to be seen, but one thing is clear: this next chapter will be written not just by its developers, but by the algorithms helping to power them.