Krafton, the South Korean studio best known for PUBG: Battlegrounds and the life-simulation game InZOI, is reorganizing its business around artificial intelligence. The company has announced an “AI First” strategy that will reshape how it develops games, manages operations, and supports employees.
As part of the shift, Krafton plans to spend over 100 billion Korean won—nearly $70 million—on a new GPU cluster to power its AI infrastructure. This investment will support what the company describes as “agentic AI,” or autonomous systems designed to automate workflows and assist with development processes. The initiative also includes an overhaul of internal management systems to make AI a core part of decision-making and production across departments.
According to a translated statement from Krafton, the company expects its new AI platform to be ready in the second half of next year. Beyond the infrastructure spending, it will invest roughly ₩30 billion (about $21 million) annually to help employees integrate AI tools into their daily work and to restructure human resources and organizational frameworks around the new model.
Krafton’s AI ambitions extend to both internal operations and in-game experiences. The company says its GPU cluster will not only drive research and development but also strengthen its ability to deliver AI-driven gameplay features, such as adaptive NPC behavior or personalized player interactions. This follows industry trends where developers increasingly use AI for procedural content generation, testing, and narrative design.
Other gaming and tech companies are moving in a similar direction. Firms like Shopify and Duolingo have embedded AI tools across their workflows to boost efficiency, while investors in Electronic Arts are reportedly betting that AI-driven cost reductions will help lift future profits. Krafton’s scale of investment, however, suggests a more fundamental transformation—one that could make AI as integral to its operations as its game engines or online platforms.
The pivot also marks an evolution in how major studios view technology adoption. Rather than treating AI as a feature or toolset, Krafton is positioning it as the foundation of its corporate structure and creative process. If successful, this could influence how other publishers manage development pipelines in an industry facing rising production costs and tighter schedules.
