Krafton is the latest company to present a "bold vision for the future" that can purportedly only be realized by harnessing the power of generative AI.
The PUBG maker joined Nvidia at CES 2025 to introduce its prototype 'Co-Player Character' (CPC) concept, which is billed as a human-like companion that can assist players in a variety of scenarios.
Krafton CEO Changhan 'CH' Kim said the tech was built in collaboration with Nvidia and is powered by an on-device SLM (Small Language Model) for gaming–crafted using Nvidia ACE technology.
Kangwook Lee, head of the Deep Learning Division at Krafton, claimed CPCs will surpass traditional NPCs due to their ability to engage players with dynamic interactions such as real-time conversations, strategic cooperation, and flexible responses tailored to in-game scenarios.
"We will continue to innovate user experiences by integrating CPC into our games and aim to establish it as a benchmark for the gaming industry," he added in a blog post.
"Our collaboration with Nvidia is a testament to the transformative potential of AI in gaming, and we plan to work closely together to push the boundaries of what is possible."
Krafton demonstrated how CPCs might be integrated into existing titles such as PUBG with a video (embedded below) that showed a CPC in the guise of a 'PUBG Ally' that can search for specific weapons and ammunition upon request, spot and engage enemies in combat, and drive vehicles.
Krafton said it intends to deploy CPC technology across its gaming portfolio, including the PUBG franchise and upcoming life simulation title inZOI.
The South Korean company is by no means the first tech firm or video game studio to espouse the supposed transcendental benefits of generative AI technology.
Others including EA, Embracer, Square Enix, Microsoft, Ubisoft and others have jumped on the bandwagon in recent months, but it remains to be seen whether players or developers will find a practical use for generative AI tools that are often hyped beyond measure by their creators–but (as this writer opined last year) can sometimes feel woefully underbaked or depressingly misguided.
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