Earlier this week, Pocketpair Publishing’s John Buckley stated that the firm has no interest in producing games built with generative AI, asserting: “If you’re big on AI stuff or your game is Web3 or uses NFTs, there are plenty of publishers available [who will], but we’re not the right choice for that.”

Today, PUBG’s creator Krafton revealed its shift to become an “AI-first” company. This was detailed in a press release on Krafton’s Korean site, indicating a total reorganization of its operational development structure with AI at the core of problem-solving strategies. In their announcement, Krafton plans to invest around 100 billion Korean won (approximately $69.7 million) into a new GPU cluster. This move aims to support complex tasks requiring advanced reasoning and iterative planning, setting the groundwork for enhanced AI engagement.

In addition to this substantial investment, Krafton also pledges to set aside an annual 30 billion won (about $21 million), starting in 2026, to enable its employees to effectively utilize various AI tools in their work.

Krafton CEO Kim Chang-han stated, “Through our AI First strategy, Krafton will enhance growth opportunities for every member, elevate creative endeavors centered on player experiences, and foster AI innovation throughout the gaming sector. We will develop operational standards focused on AI and set best practices that can be referenced across the global gaming landscape.”