NEOWIZ has outlined its company strategy for AI utilization, a topic that has been drawing sustained discussion recently. The key focus, it said, is not game development, but improving productivity on the publishing side.

In an interview with international games outlet Game Informer, NEOWIZ co-CEO Seungchul Kim spoke about the company’s 2025 performance and its forward-looking strategy. He addressed, in particular, the company’s approach to AI use—an issue that has surged into the spotlight as of late. Kim noted that South Korea is among the most active countries in using ChatGPT, adding that it would be difficult to find a game company that does not use AI at all.

NEOWIZ, too, uses AI. However, Kim explained that the company is not applying it within its game-development studios; instead, it is using AI to automate repetitive tasks in its distribution and publishing operations. Specifically, he said NEOWIZ has automated work such as processing test cases and analyzing large volumes of live-ops data through AI. The idea is that this enables the team to focus on higher-value priorities like building strategic partnerships and maximizing player engagement.

In practice, NEOWIZ described its stance on the development cycle as creator-led: rather than starting from an intentional plan to target multiple genres in a strategic spread, projects begin with a director’s creative vision. The company’s direction, Kim said, is to raise efficiency for repetitive tasks through AI tools, strengthen internal publishing capabilities and productivity, and, in turn, collaborate more effectively with development efforts at its own studios as well as those of partner teams.

Kim also emphasized the importance of fans, saying, “No matter how great the content is, if it doesn’t satisfy the fans, it’s hard to call it a good game.” In that context, he added that the company defines IP not as content alone, but as “content + fans.”

NEOWIZ is currently developing more than five PC and console titles in-house under wraps, and it is building out a broader development pipeline that includes Poland-based developer Zakazane, WolfEye Studios (the developer of Weird West), and third-party indie titles—expanding beyond its existing mobile game services. In addition, Lies of P, which earned strong evaluations in global markets, remains a core pillar of the company’s franchise-focused IP strategy, with sequel development continuing.

This article was translated from the original that appeared on INVEN.