Major Korean game companies are expanding AI adoption, but their strategies diverge sharply. While NC and Nexon have drawn a clear line that "AI is an auxiliary tool," Krafton is integrating AI directly into game content itself. This difference in perspective whether to view the same technology as a "means of efficiency" or "innovation in experience"is emerging as a key variable in the game industry's AI competition.
According to the industry on the 24th, NC, Nexon, and Krafton are all expanding AI adoption. The scope of application is broadening from improving development productivity through automated art, code, and scenario generation to operational efficiency through intelligent NPCs, game balance adjustments, bot detection, and personalized recommendations. However, they show some differences in strategy and scope of application. NC and Nexon have made it clear that while they use AI as an auxiliary means for development efficiency, the core fun of games must come from human creativity.
Kim Taek-jin, CEO of NC, speaks at the "CEO Dialogue" for 2026 new employees at the Pangyo R&D Center in Seongnam. / NC
"In the AI Era, Human Insight Matters More"
Kim Taek-jin, CEO of NC, said at the "CEO Dialogue" event for new employees on the 23rd, "As AI technology advances, human insight becomes even more important." He continued, "The most ideal game is one that provides pure fun that's difficult to express in words," urging employees to "create games that can deliver instinctive fun beyond logical explanations and limitations."
Industry insiders interpret this statement as meaning that while AI should be actively utilized, more focus should be placed on areas where uniquely human creativity is reflected, such as gameplay. It reveals the awareness that while AI is effective for cost reduction and speeding up development, it cannot create the "fun" that users experience.
In reality, NC is actively utilizing AI in game development, but only as an auxiliary means. The company uses AI for image and art resource generation, 3D character modeling, dialogue text, and TTS (text-to-speech technology) with the goal of significantly reducing development time and costs.
From left: CEO Lee Jung-heon, Chairman Patrick Söderlund, and CFO Shiro Uemura respond to questions at Nexon's Capital Markets Briefing (CMB) held in Tokyo. / Game Press Corps
"AI is a Creative Assistant Tool… Not a Human Replacement"
Nexon is also expanding AI adoption. The company has set a goal of using AI-based development technology verified at Embark Studios across the entire group to create AAA-grade games with a small, elite workforce. However, it has drawn a clear line regarding AI's role.
Chairman Patrick Söderlund emphasized at the Capital Markets Briefing (CMB) that "AI is merely an assistant tool for creation, not a replacement for humans."
Shiro Uemura, CEO of Nexon Japan, flatly stated that AI that only prioritizes speed lacks competitiveness. He pointed out, "AI that rapidly produces outputs without accumulated design or understanding of user behavior can only create average products," adding that "this ultimately leads to a structure that mass-produces similar games."
Kim Chang-han, CEO of Krafton. / Krafton
"AI is Content, Not Just a Tool"
Krafton actively utilizes AI beyond a simple tool, treating it as game content itself. This judgment stems from the belief that AI can be an innovative element providing new experiences to game users. CEO Kim Chang-han stated at the shareholders' meeting, "AI adoption is one of our important strategies," adding, "We are experimenting with expandable gameplay by actively utilizing AI technology and plan to introduce innovative games through this."
Notably, Krafton is expanding AI technology adoption in game content centered on 'CPC (Co-Playable Character),' an AI character capable of various interactions with users, including 'Smart InJoy' and Battlegrounds 'Ally' development. Its subsidiary studio, Rellu Games, has also introduced 'Mimesis' and 'Uncover the Smoking Gun,' where AI NPCs are utilized as the core of game content.
In the 4-player co-op horror game Mimesis, AI appears as a 'doppelganger enemy' that learns user patterns. It deceives players by replicating their voices, behaviors, and chat history. In the mystery game Uncover the Smoking Gun, AI possesses a persona with unique personality, speech patterns, and case-related information, responding like an actual suspect through ChatGPT.
The industry expects the applications of generative AI to expand further. However, voices are emerging that a balance must be found, given the significant number of backlash cases. This is particularly true in areas that users directly experience, such as voice, art, and scenarios.
An industry official said, "While AI has already been proven to enhance development efficiency, it's difficult to completely replace the 'fun' and 'emotion' that users desire," adding, "Ultimately, how to harmonize the roles of AI and human creators will likely determine future competitiveness."
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