Something is shifting in the games industry. In just a few weeks, Krafton and Electronic Arts (fresh from releasing Battlefield 6), two of the world’s biggest publishers, have announced plans to adopt AI into game development, an approach that could redefine how games are made. Both are promising an ‘AI-first’ future. Both are betting millions on it. And both, for better or worse, are about to discover what happens when you hand part of game development over to the machines.
South Korean publisher Krafton, best known for PUBG: Battlegrounds and the upcoming Subnautica 2, as well as owner of the anime-like Hi-Fi Rush, has declared itself an ‘AI-first’ company, as reported by PC Gamer. That’s not a marketing slogan, it’s a structural overhaul, a pitch to change how games are made and what games can be. The studio plans to pour around $70 million into a new GPU supercluster to power what it calls ‘agentic AI’, systems that don’t just respond, but act and reason.
