Subnautica 2 Publisher Commits to Being an ‘AI-First’ Company

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Krafton, the company making the new Subnautica 2 game, as well as PUBG and inZoi, has announced it’s shifting its focus to become an ‘AI-First’ company. This means they’ll be making big changes to how they operate. Artificial intelligence is a hot topic in all industries, but it’s causing particular debate in video game development, with its use becoming increasingly common both in the creation process and within games themselves.

Krafton, a South Korean game publisher established in November 2018, recently made headlines. In July, they dismissed the co-founders of Unknown Worlds, the developers of the anticipated game Subnautica 2. This led to a legal dispute, as the former executives sued Krafton, claiming they were fired to avoid paying a $250 million bonus. Krafton responded in August, stating the terminations were made to ensure the quality of Subnautica 2.

Krafton Announces Its Plans to be an ‘AI-First’ Company

Krafton, already facing legal challenges, is now under scrutiny for a recent announcement about its plans for artificial intelligence. During a presentation titled “Transition to an AI First Company: The Future of Work, Company, and Individual,” CEO Kim Chang-han revealed that the company will be making significant changes very soon to embrace AI.

Starting today, Krafton will be using AI to handle more of its work and is moving towards a fully AI-driven management system, according to Kim Chang-han. The company aims to use AI to tackle difficult challenges and boost productivity across the board.

Krafton is heavily investing in artificial intelligence, committing approximately 100 billion Korean Won to create a powerful new computing system built with NVIDIA B300 GPUs. The company plans to use this system for complex AI tasks that require advanced problem-solving and planning, as well as to streamline and automate its AI processes.

Krafton aims to fully integrate AI into its operations by the second half of 2026. This will include streamlining workflows with AI, creating a central platform to manage AI tools, and standardizing how data is used. Starting in 2026, the company also plans to invest KRW 30 billion annually to train its employees on using AI, including creating an ‘AI Learning Hub’ for sharing helpful AI applications internally.

Krafton isn’t stopping with just AI-powered features in its games. The company is making big changes to how it operates, completely overhauling its HR system to prioritize AI. They aim to build a company culture where AI is central to everything by the end of 2025. According to Krafton, by using AI to streamline processes, they’ll free up time and resources to focus on creating new games and offering employees more opportunities to grow and take on new roles.

Although offering more opportunities for existing employees sounds positive, Krafton’s complete overhaul of its HR system to focus on AI is likely concerning for those familiar with the gaming industry. It remains to be seen where this AI-driven strategy will lead Krafton, but it probably won’t be good news for all of its employees.

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2025-10-23 19:35