Krafton, the owner of PUBG and Subnautica, has outlined its ambitious plans to become an 'AI First' company in its latest fiscal report. This strategic shift, first hinted at in a Korean-language document shared with investors, is now being emphasized in the English version of its third-quarter earnings report for 2025. Krafton aims to leverage AI to enhance user experiences and drive innovation across its services, marking a significant evolution in its business model.
The company has invested in a GPU cluster worth approximately $70 million to support its AI vision. This investment is expected to facilitate large-scale creative experimentation and organizational transformation. Additionally, Krafton has partnered with SK Telecom to develop a proprietary foundation model with five billion parameters, enabling everything from large-scale training to in-game implementation. This partnership will also help Krafton build an integrated AI development and deployment system.
Krafton's commitment to AI is further demonstrated by its focus on Co-Playable Characters (CPCs). The company plans to introduce its first CPC, PUBG Ally, in the first half of 2026, offering players an innovative, strategic gameplay experience alongside AI companions. This initiative was first detailed earlier this year, showcasing Krafton's dedication to pushing the boundaries of game AI technology.
Moreover, Krafton remains dedicated to discovering and developing new franchise IP. As of November 2025, the company has 11 new projects in development, a significant increase from the five titles it had in the pipeline last year. This expansion in its portfolio underscores Krafton's commitment to sustained growth and innovation in the gaming industry.
With these initiatives, Krafton is solidifying its position as a leader in game AI technology and paving the way for a future where AI plays a pivotal role in the development and delivery of its games.
