Shift Up CEO Kim Hyung Tae's long-standing support for artificial intelligence has culminated in a marketing video for Stellar Blade: Blood Rain that has been widely criticized. The promotional video, featuring AI-generated music and visuals, has been described as "terrible" and lacking the human touch essential to artistic expression.
The video for the song "Wanna be in LOVE" showcases an AI-generated rendition of the character Evie, whose in-game attire exhibits visual inconsistencies such as phasing elements and an unnaturally rendered belly button and fingernails. The accompanying music is characterized by shrill, computerized sounds and robotic vocalizations, which critics argue fail to capture the essence of the game or its universe.
This approach to game marketing has raised concerns about the future of artistic integrity in the gaming industry. For many, video game soundtracks are a vital component of the player experience, capable of evoking strong emotions. The reliance on AI for creative output, particularly when it results in a perceived lack of soul and quality, undermines the value of human artistry.
Shift Up, a company known for its financially successful gacha game Nikke: Goddess of Victory, possesses the resources and talent to produce higher-quality content. Nikke itself features a diverse and acclaimed soundtrack composed by individuals with extensive experience in music and rhythm games. The decision to utilize AI-generated music for Stellar Blade: Blood Rain, despite the company's existing musical talent, has baffled industry observers.
The criticism extends beyond the immediate release, with concerns that normalizing such practices could lead to a proliferation of "samey, soulless games." The fear is that this trend could devalue human creativity and lead to a gaming landscape where artificiality supersedes genuine artistic merit, a development that could fundamentally alter the nature of interactive entertainment and its appreciation.