Shift Up CEO Kim Hyung Tae has addressed player criticism concerning an AI-generated music video for Stellar Blade's sequel, Blood Rain. The video, released on July 31, features the game's character Evie performing an original song titled 'Wanna be in Love.' Players noted the video exhibited common AI generation artifacts, including inconsistent character models and a filtered appearance, leading to negative reactions.
In a statement on X, formerly Twitter, Hyung Tae clarified that the AI was employed to present the character rather than generate her from the ground up. "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," he stated. "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. We would truly appreciate it if you could view the work with that understanding in mind."
This explanation did not alleviate concerns among players, many of whom felt that using AI, even to render existing assets, disrespects the original artistry. Critics argued that the AI's output did not always accurately represent the character and risked devaluing the studio's work and the Stellar Blade brand. Some expressed worry that the association with AI-generated content could lead players to dismiss meticulously crafted in-game environments and assets as AI-made.
The music video serves as a promotion for Stellar Blade: Blood Rain and is separate from the game itself. Previously, Hyung Tae discussed the role of AI in the gaming industry, citing South Korea's competitive landscape against larger Chinese studios. He suggested that AI proficiency could help studios like Shift Up, which have fewer resources than their counterparts, bridge the gap in terms of content quality and quantity.
Hyung Tae also foresaw AI becoming integral to the gaming industry's future, observing the younger generation's rapid adoption of AI tools. He noted that "The new generation is natural to AI. I believe that AI is the future of the younger generation and can become a new vision applicable to industry."
Stellar Blade has previously been subject to discussion regarding character design, particularly concerning Evie's youthful appearance following her reveal. Hyung Tae had assured that players would find her a "very lovable character" upon experiencing the game in full, emphasizing that her design, when contextualized with her personality and role, would be perceived differently.