Why Nexon’s CEO Says Creativity, Not AI, Will Define the Future of Gaming
Nexon CEO Junghun Lee says every major gaming company now uses AI and argues that human creativity, not technology, will determine who succeeds. As development costs climb and legal concerns grow, Lee’s remarks underscore a broader financial and ethical shift reshaping the global gaming industry.
The AI Boom Has Become the Baseline
Nexon CEO Junghun Lee has issued a stark warning to the gaming world: “It’s important to assume that every game company is now using AI.” In his recent interview with GameSpark (via Automaton West), Lee emphasised that the technology is no longer a differentiator—it’s a baseline. The real challenge, he said, lies in finding the creative edge that will separate one studio from another.
“AI has revolutionised efficiency in development and live-service operations,” Lee explained, “but creativity remains the key to long-term competitiveness.”
From asset generation and dialogue writing to animation and testing, AI has permeated nearly every corner of game production. Yet, according to Lee, this universal adoption means companies must now compete on vision, originality, and player experience rather than technical sophistication alone.
The Financial Equation: AI Savings and Creative Investment
AI has dramatically reshaped the economics of game production. For large publishers like Nexon, the technology reduces labour costs and accelerates release cycles—allowing smaller teams to create expansive worlds at lower expense. However, the same technology that streamlines production also flattens competition, forcing studios to reinvest their savings strategically.
According to analysis reviewed by CEO Today, Nexon’s financial model increasingly prioritises creative reinvestment—redirecting AI-generated efficiencies into marketing, worldbuilding, and new IP. Investors are closely monitoring this shift, viewing it as an indicator of which companies are best positioned to maintain both profitability and cultural relevance in the next decade.
As Lee’s comments suggest, AI’s biggest financial advantage may not be cost-cutting alone but the flexibility it provides to fund riskier, more imaginative projects that attract loyal communities and long-term engagement.
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Legal and Ethical Risks in AI-Driven Development
The widespread adoption of AI in gaming is also raising legal and ethical questions. Who owns AI-generated assets? How should developers credit synthetic voices or algorithmic designs? And what happens when AI begins replacing creative professionals rather than assisting them?
Legal experts warn that unresolved copyright issues could soon test the industry’s governance frameworks. The use of AI-generated art, dialogue, or likenesses without explicit consent may expose companies to litigation or reputational damage.
Nexon’s approach appears measured. Lee’s comments signal a recognition that sustainable innovation must go hand in hand with ethical responsibility. Ensuring transparent crediting, safeguarding creative jobs, and avoiding IP conflicts are likely to be critical for companies navigating this new frontier.
The Industry’s Next Frontier: Balancing Creativity and Capital
For executives, the takeaway is clear: artificial intelligence is now the price of entry, not a competitive advantage. The companies that will thrive are those that pair efficiency with artistry—harnessing AI as a creative partner rather than a creative substitute.
Financially, this balance is delicate. Studios must manage investor expectations around AI-led savings while proving that human-led creativity can still drive brand differentiation and cultural impact. In an industry worth over $200 billion, this hybrid model of efficiency and imagination may become the gold standard.
The Bottom Line
Junghun Lee’s message cuts to the core of gaming’s evolution: in a world where every developer uses AI, human creativity is the only lasting moat. The future of gaming will not belong to the most automated companies but to those that preserve originality, risk-taking, and emotional depth.
For Nexon—and for global studios chasing both innovation and profit—the next great leap won’t come from code. It will come from the people who dare to use it differently.
