KRAFTON — known for titles such as PUBG: Battlegrounds — announced that it is shifting its identity to become an “AI First” company — placing artificial intelligence at the very centre of its problem-solving, operations and growth strategy. During its internal live-talk event “KRAFTON LIVE TALK”, the company laid out its medium to long-term vision under the theme “AI First: Work, Company, Individual – The Future” and said the transformation extends across organisation, culture and technology.

Major Investment and Infrastructure Overhaul

To kick off this strategy, KRAFTON plans to invest approximately 100 billion KRW (~RM340 million) to build GPU clusters and infrastructure capable of supporting “agentic AI” — AI systems that can set goals, plan, act and integrate external tools. This infrastructure will support AI research & development, in-game AI services, and enterprise-wide workflow automation.

The company expects to complete an enterprise-wide AI platform, data-integration/automation stack, and agent-management system by the second half of 2026. Also, from 2026 onward, KRAFTON will allocate around 30 billion KRW (~RM100 million) per year to empower employees to use AI tools directly — a more than ten-fold increase over previous AI support budgets.

Culture, Organisation and Workstyle Reinvented

The company isn’t just upgrading tech — it’s re-engineering the whole organisation. Changes include:

• Launching an internal “AI Learning Hub” for employees to learn and experiment with AI tools; organising “AI Roundtables” and “AI Hackathons” to spread adoption.
• Adjusting HR systems, job categories and organisational spans so that employees can take on larger goals, higher complexity tasks and focus on creative problem solving rather than routine work.
• Investing freed-up time and resources from automation into new game development, innovation projects and expanding game-production pipelines.

Why It Matters

For KRAFTON, this move signals a shift from being just a game publisher/developer to being a technology-driven games and entertainment company where AI is not just a tool, but a central pillar of strategy. In a broader sense, it shows how game-industry players are now aggressively embracing AI to re-imagine workflows, creation pipelines and user experiences — not only in games, but in operations, culture and product strategy.

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