It appears that Krafton Inc., the South Korean publisher behind the battle royale shooter PlayerUnknown's Battlegrounds, has ambitious plans in the AI space, with a massive investment of 100 billion KRW (approximately $70 million) aimed at becoming an "AI-first" company.
According to an October 23 press release on the company's official website (via machine translation), CEO Kim Changhan shared Krafton's mid- to long-term vision for a complete reorganization and transformation of every aspect of the company's operations--from workflow to internal communications to management.
The plan is to automate Krafton's work around Agentic AI and fully implement AI-centered management systems. This should allow its employees to focus on creative activities and complex problems rather than, presumably, being hindered by menial tasks.
Agentic AI may sound new, but it has been around for a minute. As defined by IBM, it's an artificial intelligence that can accomplish tasks with little to no human intervention or supervision. Think of self-driving cars, autonomous ticketing services, and cybersecurity systems. Agentic AI isn't as ubiquitous as generative AI, but the technology is more widely used than you think.
What, then, does "AI-first" mean for Kraffton? As Changhan said in the Google Translated press release, this is a strategy meant to prioritize AI as the primary means of solving problems and increasing productivity while "accelerating mid- to long-term corporate value growth."
In addition to pouring nearly $70 million into AI as the de facto problem-solver for every aspect of the business going forward, Krafton intends to invest 30 billion KRW (or roughly $21 million) annually starting in 2026 to support its employees' use of various AI tools for their work. While that's a future commitment, Krafton intends to fully integrate this "AI-first" strategy this year.
This hard pivot toward AI comes at a troubling time for the technology sector. A smattering of companies and developers--like EA and Hideo Kojima--are embracing AI, while spending on the technology is expected to hit $375 billion this year and forecasted to reach $500 billion in 2026. Some analysts believe the AI bubble is about the burst, but none of that seems to be stopping megacorporations from opening their coffers wide.
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According to an October 23 press release on the company's official website (via machine translation), CEO Kim Changhan shared Krafton's mid- to long-term vision for a complete reorganization and transformation of every aspect of the company's operations--from workflow to internal communications to management.
The plan is to automate Krafton's work around Agentic AI and fully implement AI-centered management systems. This should allow its employees to focus on creative activities and complex problems rather than, presumably, being hindered by menial tasks.
Agentic AI may sound new, but it has been around for a minute. As defined by IBM, it's an artificial intelligence that can accomplish tasks with little to no human intervention or supervision. Think of self-driving cars, autonomous ticketing services, and cybersecurity systems. Agentic AI isn't as ubiquitous as generative AI, but the technology is more widely used than you think.
Krafton has announced through the today's press release their mid-to-long term plan to turn into a "AI First" company.
The "AI First" strategy is set to be centered on Agentic AI - AI that sets goals and plans and works with external tools to execute complex task automation -… pic.twitter.com/6Q7ejGQehu
— Patryk (@pattrick_36) October 23, 2025
What, then, does "AI-first" mean for Kraffton? As Changhan said in the Google Translated press release, this is a strategy meant to prioritize AI as the primary means of solving problems and increasing productivity while "accelerating mid- to long-term corporate value growth."
In addition to pouring nearly $70 million into AI as the de facto problem-solver for every aspect of the business going forward, Krafton intends to invest 30 billion KRW (or roughly $21 million) annually starting in 2026 to support its employees' use of various AI tools for their work. While that's a future commitment, Krafton intends to fully integrate this "AI-first" strategy this year.
This hard pivot toward AI comes at a troubling time for the technology sector. A smattering of companies and developers--like EA and Hideo Kojima--are embracing AI, while spending on the technology is expected to hit $375 billion this year and forecasted to reach $500 billion in 2026. Some analysts believe the AI bubble is about the burst, but none of that seems to be stopping megacorporations from opening their coffers wide.
Source