Krafton, owner of PUBG and Hi-Fi Rush, declares itself “AI-first” and plans $70 million investment amid Subnautica 2 controversy

The announcement also notes a sizable investment: 100 billion won (roughly $70 million) earmarked for the AI initiative. Beginning next year, Krafton plans to allocate about 30 billion won annually — approximately $20 million — to accelerate internal AI adoption and provide employee training on AI tools.

Whether that will translate into AI‑generated art, music, or writing appearing in upcoming releases — from Subnautica 2 to Hi‑Fi Rush 2 — remains unclear. Such moves could feel tone‑deaf for franchises that critique corporate overreach, so observers will be watching closely.

Former Subnautica 2 leadership have argued that Krafton’s shift to AI and its recent decisions are part of a broader, contentious change in direction — allegations that have surfaced amid ongoing litigation over how the studio parted ways with its founders.

 

Source: gamesradar.com