Shift Up defends AI-made music video after gamer backlash

by Kim Dong-young Posted : August 3, 2026, 15:10Updated : August 3, 2026, 15:53
A captured footage of Shift Ups music video Wanna be in LOVE Courtesy of Shift Up
A captured footage of Shift Up's music video "Wanna be in LOVE"/ Captured from Shift Up's official channel on YouTube
 
SEOUL, August 03 (AJP) - South Korean game developer Shift Up has defended a promotional music video created with generative artificial intelligence after players in Korea and abroad criticized its use of the technology and the quality of the finished product.

The studio on July 31 released the song "Wanna be in LOVE" and an accompanying music video on social media, previewing a soundtrack for its forthcoming title "Stellar Blade: Blood Rain."

The clip shows the game's protagonist, Evie, singing before a microphone and roaming a neon-lit science-fiction city.

Most of the video's scenes were generated by AI, and fans seized on the uncanny, stilted quality of the character's movements, expressions and transitions, deriding the result as "AI slop."

The criticism was sharpest among Western gamers hostile to generative AI, some of whom argued that letting software rather than artists produce the video was wrong in itself.

Others contended that heavy corporate reliance on AI had helped drive up the cost of gaming PCs and consoles, leaving players to bear the burden.
YouTube comments on Shift Ups music video Wanna be in LOVE Captured from YouTube
YouTube comments on Shift Up's music video "Wanna be in LOVE"/ Captured from Shift Up's official channel on YouTube
 
Kim Hyung-tae, Shift Up's chief executive and a prominent former game illustrator, rejected the complaints.

Responding on X to a fan who urged him to use the studio's own artists instead of "soulless AI slop," Kim said the character had been "created from head to toe by our talented artists and modelers through more than a year of dedicated work," adding that the AI merely rendered and presented data, designs and craftsmanship his team had built.

Kim, who has openly championed generative AI and used it aggressively in his work, gave no indication the studio would change course.