The head of PUBG Studios has shrugged off concerns about artificial intelligence in game development, declaring that he has no problem with studios using AI for artwork as long as they nail the core gameplay experience.
Taeseok Jang's casual take on the technology comes just weeks after Crimson Desert, one of 2024's most anticipated releases, apologized for shipping with AI-generated paintings. Developer Pearl Abyss admitted the assets were accidentally included in the final version and pledged to disclose AI use in future releases.
When asked by IGN whether studios should feel obligated to apologize for using generative AI, Jang acknowledged the complexity of the question. "As a fan, it doesn't matter to me," he said. "If they make good gameplay, then it doesn't matter if they use AI for artwork."
Jang conceded that perspective might differ among developers and investors, but suggested his position reflects where his studio's priorities lie. For PUBG, a game built entirely on tight gunplay and survival mechanics, that framing carries weight.
At PUBG Studios itself, leadership frames AI as another tool in the development arsenal, comparable to 3D modeling software like Maya. The studio's goal, according to Jang, is leveraging AI to automate repetitive tasks and free up teams to focus on building engaging gameplay experiences. "Our goal for using AI is to bring new and fun gameplay experiences to our users," he explained. "AI will give us freedom to focus on more fun gameplay experiences because it can give us freedom and more time by automating repetitive work."
He noted that PUBG hasn't yet widely deployed AI for new gameplay creation, but sees potential as the technology matures.
The stance reflects a broader push at Krafton, PUBG's parent company. In October, Krafton declared itself an "AI-first company," committing to implement workflow automation across its operations. The company has been experimenting with AI-enhanced gameplay concepts like Co-Playable Characters since 2021.
Krafton isn't shy about its long-term ambitions either. A recent press release revealed the publisher is exploring applications of its game technology in physical AI and robotics, though those ventures remain distant exploratory efforts rather than immediate business targets.
The company's embrace of the technology underscores how thoroughly AI is reshaping the industry, even as questions about its impact on employment and creative integrity persist. Thousands of game developers have lost jobs over the past year, and cost-cutting through automation remains a real concern despite rhetoric about efficiency gains.
Crimson Desert's stumble highlighted the tension between technology and transparency. While Steam requires developers to disclose generative AI use on store pages, there is no outright prohibition against the practice. Pearl Abyss blamed an oversight for failing to mention the AI-generated paintings earlier, but Jang's comments suggest the gaming world may be moving toward acceptance rather than rejection of the tools.
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