AI is spreading across game development, lowering production barriers, but user backlash when AI use is revealed is creating new hurdles around disclosure, review and trust, an analysis said. SteamDB data showed 1,704 of 8,700 titles in Steam Next Fest carried a generative AI tag. Korean game companies are adopting generative AI widely, including across entire firms. Still, disputes over AI use and job insecurity concerns are growing.

Krafton is integrating artificial intelligence directly into gameplay and opening what it calls an AI partner era. The company will launch a beta of a new PUBG: Battlegrounds mode, Ally Duo, from June 17, applying its AI technology PUBG Ally. Players team up with an AI character, Ella, on the Sanhok map and communicate by voice. The beta runs through July 1 for global users.