PUBG Owner Krafton Will Become an "AI-First" Company

The organization aims to pour around $90 million into various AI-related initiatives.

The chances of not just one, but two video game giants pledging their allegiance to AI on the same day are low, but never zero.

Following EA's controversial partnership with Stable Diffusion developer Stability AI, Krafton – the company behind PUBG, inZOI, and the publisher of the upcoming Subnautica 2 – has also embraced the contentious technology, declaring it will become an "AI-first" company.

Krafton

In his announcement, shared exclusively on the Korean version of Krafton's website for some reason, CEO Kim Chang-han stated that the company will follow an "AI-first" strategy going forward, which entails "prioritizing AI as a central and primary means of problem-solving" and essentially reorganizing all aspects of the company to revolve around AI, including, but not limited to, development, company culture, HR, learning, and decision-making.

"With this transformation into an 'AI-First' company, Krafton plans to expand the scope of AI utilization across its technology, organization, and culture, and apply AI across all management and decision-making processes," the statement reads. "Through these changes, Krafton aims to respond more agilely to the global market environment and strengthen its sustainable competitiveness."

In order to achieve that, Krafton plans to pour KRW 100 billion (around $69.6 million) in building an AI infrastructure that "will serve as the foundation for accelerating the implementation of agentic AI," along with an additional KRW 30 billion ($20.8 million) annually starting in 2026 to "actively support its employees in directly utilizing and applying various AI tools to their work."

For reference, in 2024, Krafton reported an operational profit of KRW 1.18 trillion (about $823.1 million), meaning the new strategy alone will cost roughly 11% of the company's record "all-time high" profit last year

So, what do you think about Krafton's announcement? Should we expect mass layoffs at Krafton in the near future? Would the new strategy actually benefit the company and its clients, or is Krafton at risk of joining the 95% of companies that lost money betting on AI? Share your thoughts in the comments!

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PUBG Owner Krafton Will Become an "AI-First" Company

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