ITV News
Krafton appoints Kangwook Lee as chief AI officer
Former Wisconsin–Madison professor to lead AI R&D and power next phase of gaming and robotics innovation
SOUTH KOREA: Krafton is sharpening its artificial intelligence edge and widening its ambitions beyond the console.
The South Korean gaming giant has appointed Kangwook Lee as chief AI officer, a newly created role designed to accelerate artificial intelligence research and hardwire it into the company’s long-term innovation roadmap. Lee, who has led Krafton AI since 2022, will now oversee the entire AI research and development strategy as the company doubles down on game intelligence and pushes into robotics.
The move signals a clear intent: AI will sit at the centre of Krafton’s next chapter.
Lee earned a PhD in electrical engineering and computer science from the University of California, Berkeley in 2016 and was a tenured associate professor in the electrical and computer engineering department at the University of Wisconsin–Madison before joining Krafton full-time. His research spans deep learning, machine learning, natural language processing, reinforcement learning and multimodal AI systems. He has authored 57 papers presented at leading AI conferences including NeurIPS, ICML and ICLR.
In 2025, Lee led a high-profile collaboration with NVIDIA to introduce Co-Playable Characters, or CPCs, AI-driven characters that interact with players in real time to deepen immersion. He also spearheaded the development of Krafton’s proprietary AI foundation model project. Lee recently resigned from his tenured academic position to focus entirely on advancing the company’s AI research and long-term strategy.
Under Lee’s watch, Krafton’s AI blueprint will rest on three pillars.
First, elevating gameplay. The company plans to deploy AI features such as CPCs to enhance immersion and interactive storytelling, while building a common AI technology foundation across studios. Creative control over implementation, however, will remain with individual teams.
Second, enhancing operational efficiency. AI tools will be integrated into development pipelines to streamline workflows, reduce repetitive tasks and support data-driven decision-making, freeing creative teams to concentrate on design and narrative craft.
Third, securing new growth drivers. Krafton is expanding into physical AI and robotics through a newly established entity, Ludo Robotics. The venture will operate with a US-based parent and a Korean subsidiary led by Lee. Krafton believes its experience managing vast virtual environments and player interaction data offers a competitive edge in robotics simulation and software for robotic intelligence.
Lee framed AI as an amplifier of human creativity rather than a replacement for it. “KRAFTON uses AI as a tool to amplify human imagination and creativity, not replace it,” he said, reiterating the company’s player-first philosophy.
Headquartered in South Korea, Krafton is best known for global franchises including PUBG: Battlegrounds and, in India, Battlegrounds Mobile India. The company has invested over $200 million in Indian startups since 2021, backing the wider gaming and technology ecosystem.
Krafton recently posted record 2025 revenue, crossing KRW 3 trillion on the back of PUBG’s growth. With Lee now steering AI across both code and circuitry, the company is making a bigger wager still: that the future of play will be intelligent, immersive and, increasingly, physical.
ITV News
Voltas launches Zest AI AC range with new campaign
Digital-first push spotlights AI cooling, geofencing and energy optimisation.
MUMBAI: When it comes to comfort, Voltas is betting that knowing you beats just cooling you. Voltas, part of the Tata Group, has unveiled its latest campaign, “AC Jo India Ko Samjhe”, introducing the new Voltas Zest AI AC range with a clear tilt towards younger, digitally native consumers. Conceptualised by Schbang, the campaign leans on slice-of-life storytelling, pairing technology with emotion. It features Neetu Kapoor and Ranbir Kapoor, using their real-life mother-son dynamic to draw a parallel between artificial intelligence and instinctive human understanding.
The films play on a simple insight: while AI may know everything, no one quite understands you like family does. That idea becomes the hook to showcase the product’s core features without turning the narrative into a hard sell.
At the centre is the Voltas Zest AI AC range, equipped with AI Adaptive Cooling, Energy Manager Mode and Geofencing. The system is designed to learn user behaviour, anticipate cooling needs and optimise energy consumption positioning smart cooling as a baseline expectation rather than a premium upgrade.
The rollout is digital-first, with a strong focus on platform consistency and storytelling-led engagement. The approach reflects a broader shift in how appliance brands are speaking to younger audiences less spec sheet, more story arc.
Voltas chief marketing officer Pragya Bijalwann said the focus is on delivering comfort that feels intuitive and personalised. Meanwhile, Schbang’s leadership underscored that the campaign’s creative direction stemmed from a simple truth: technology resonates best when it feels human.
By blending familiarity with functionality, Voltas is not just pitching a smarter AC, it’s pitching a smarter relationship with the everyday.
