The adoption of artificial intelligence (AI) is spreading across the game industry as a whole. Within games, AI has evolved into a “companion” that converses and cooperates with players. At the production stage, AI is used throughout the entire process, from planning and development to operations and user experience. Korean game companies are accelerating their transformation beyond utilizing AI in games to becoming “AI platform companies.”

● AI becomes a seasoned in-game companion

A representative case of incorporating AI into user experience is Krafton. Krafton plans to introduce “PUBG Ally,” an in-game AI (CPC) model that allows users to enjoy multiplayer as if with friends in its flagship title Battlegrounds, within the first half of this year (January–June). Krafton previously unveiled its first CPC, “Smart Zoi,” co-developed with Nvidia, in the life simulation game “inZOI” released in March last year. Unlike conventional non-player characters (NPCs) that move according to predefined patterns, CPCs are intelligent agents that independently assess situations and converse and cooperate with users. They enhance immersion by sharing emotional changes in the game as if they were real people.

Smilegate is also integrating AI into user experience. In the new massively multiplayer online role-playing game (MMORPG) title “Lost Ark Mobile,” which is targeted for release within the year, AI can be used to customize character creation and combat support systems. For example, AI analyzes the situation and combat patterns at the moment a character dies during gameplay and presents counter-strategy guides, allowing users to review what mistakes they made.

AI is also driving efficiency in development. Flero Games (Paksi Games)*, a subsidiary of global social casino game company DoubleU Games, established an “AI Lab” last year and created a system that enables a single developer to launch a global game within three weeks. Using this system, the company introduced 45 casual game titles at the end of last month, including “Wiggle Escape” and “Tap Shift.” This has significantly shortened development processes that previously required more than 20 people working over several months.

The number of companies emphasizing restructuring into AI enterprises is also increasing. NCSoft changed its corporate name to “NC” at this month’s general shareholders’ meeting, highlighting its intention to expand into the platform and information and communications sectors. Nexon has announced the introduction of “Monolake,” an AI infrastructure that utilizes game data accumulated over decades, while Krafton has unveiled its AI model brand “Raon” and is pushing a transition into a content company encompassing AI, platforms, and culture.

● Debate over use of generative AI continues

According to Boston Consulting Group (BCG), the share of games released using AI is growing rapidly. On Steam, a global game distribution platform, the proportion of AI-enabled games, which stood at around 6% in 2024, rose to 21% in the third quarter (July–September) of last year.

There is also significant debate over the use of generative AI. “Crimson Desert” by Pearl Abyss, which sold 4 million copies within 12 days of its global launch last month, faced a refund uproar after errors emerged immediately after release, such as some graphics showing horses appearing to have three hind legs. In response, Pearl Abyss apologized via the official Crimson Desert account on X on the 22nd of last month, stating, “We acknowledge that we should have clearly disclosed the fact that AI was used.” Kim Jung-tae, professor at the Department of Game Studies at Dongyang University, said, “In ‘subculture’ genres where users have a strong attachment to characters, AI image generation can inevitably be approached with greater caution, as it may have a negative impact on fandom.”

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