PUBG publisher Krafton is now an "AI-first" company with $70 million GPU investment

South Korean PUBG and Subnautica publisher Krafton has announced it is restructuring into an "AI-first" company after investing around $70 million in a GPU cluster.

The details:

• In a new statement, company CEO Kim Chang-han revealed the company will invest approximately KRW 100 billion in building a GPU cluster to “support multi-stage tasks requiring sophisticated reasoning and iterative planning [and] serve as the foundation for accelerating the implementation of agentic AI." The company also plans to spend an additional KRW 30 billion (about $21 million USD) each year starting in 2026 to “actively support its employees in directly utilizing and applying various AI tools to their work.”
• Krafton has confirmed that it plans to overhaul its HR structure and organizational operations to make use of AI by automating work processes and implementing an AI-centered management system where employees focus on creative activities and complex problem solving.
• Chang-han stated that through the AI First strategy, Krafton aims to “expand growth opportunities for each member, expand creative attempts centered on player experience, and lead AI innovation across the gaming industry.”
• AI use in the gaming industry has been the subject of heated debate in recent years. Some companies have discovered that AI can be used to automate mundane tasks, giving creatives more time to focus on game development. Meanwhile, it has been reported that EA and Microsoft have forced employees to rely heavily on AI technology, causing constant workflow issues and raising concerns about future job losses.