Krafton, the company behind games such as PUBG: Battlegrounds and the Sims-like InZOI, is making a big push into using AI within the company. Under this new “AI First” strategy, Krafton plans to use agentic AI to help automate work and implement an “AI-cenetered” management system, according to a translation of a press release.

The company also plans to spend more than 100 billion Korean won, a figure that equates to nearly $70 million, to build a GPU cluster. Using its infrastructure, Krafton will pursue “AI workflow automation, as well as strengthen AI R&D and in-game AI services,” the translated release says. Krafton aims to complete its AI platform by the second half of next year. The company is also going to invest about ₩30 billion every year to help employees apply AI tools into their work and it will also restructure its “HR and organizational operations” in support of the “AI First” strategy.

Tech companies like Shopify and Duolingo have made AI a key part of their internal operations as well, and Krafton may not be the only big gaming company to make big structural changes due to AI. The investors that plan to take EA private are “betting that AI-based cost cuts will significantly boost EA’s profits in the coming years,” the Financial Times reported.