Shift Up CEO Responds to Backlash Over AI-Generated Music Video

The release of an AI-generated music video promoting Stellar Blade: Blood Rain has sparked a heated debate among players, with many expressing their discontent over the video’s poor quality and perceived lack of originality.

Published on July 31, the music video, titled ‘Wanna be in LOVE’ feat. EVIE, features the game’s main character, Evie, singing and dancing to an upbeat pop song. While the video was intended to promote the highly-anticipated title, it has instead soured players on the game, prompting a response from Shift Up’s CEO, Kim Hyung Tae.

In a statement on X (formerly Twitter), Kim addressed the backlash, praising the artists responsible for the design of the game’s main character, Evie. He argued that the AI merely used their work to compile the scenes showing her dancing and singing, rather than creating anything from scratch.

‘EVIE, the character at the heart of this video, was created from head to toe by our talented artists and modelers through more than a year of dedicated work. The AI is not creating her from scratch. It is rendering and presenting the character based on the data, designs, and craftsmanship our team created,’ Kim wrote.

However, this explanation did not put players’ minds at ease. Instead, it left them even more frustrated and confused, with some pointing out that training an AI model on the designs of Shift Up’s designers does them a disservice and even bastardizes the artistry behind all their hard work.

One fan wrote on X, ‘The AI is doing your character a disservice, distorting her appearance, and in turn, making your team’s art look bad, when in reality, they’re so talented.’ Another argued, ‘You’re diminishing the quality of your own work, the brand, the studio, and Evie as a character.’

The issue at hand is not just about the music video itself but also about the potential risks associated with AI-generated content. As Shift Up’s CEO pointed out, AI is becoming increasingly prevalent in the gaming industry, and it’s essential to consider the implications of using such technology.

Kim has previously spoken about the importance of AI in the gaming industry, stating that it’s the future of the younger generation and can become a new vision applicable to industry. He also emphasized that the new generation is natural to AI and that it’s essential to consider the potential risks and benefits associated with its use.

In light of this, Shift Up’s decision to use AI-generated content in their music video has sparked a heated debate among players. While some argue that it’s a necessary step forward in the gaming industry, others see it as a disservice to the talented artists and modelers who created Evie from scratch.

As the gaming industry continues to evolve, it’s essential to consider the implications of using AI-generated content and to ensure that it’s used in a way that respects the artistry and craftsmanship of the talented individuals behind it.