Shift Up, the studio behind the recently released Stellar Blade, is facing player criticism over its use of artificial intelligence in a promotional music video for a potential sequel titled 'Blood Rain.' The video features the character EVIE singing an original song, but its AI-generated nature has drawn backlash due to perceived low quality, including nonsensical lyrics and visual distortions.
In response to the controversy, Shift Up CEO Kim Hyung Tae took to social media to clarify the studio's approach. He explained that the AI did not create EVIE from scratch but rather rendered and presented a character meticulously crafted by the studio's artists and modelers over more than a year. "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 stated on X. He urged players to view the work with this understanding.
This stance aligns with Kim Hyung Tae's earlier statements regarding the importance of AI in game development. He previously described the technology as "essential" for studios aiming to compete with the vast resources of Chinese developers. Kim noted that overseas markets account for 80 percent of Shift Up's revenue and that studios must leverage AI to keep pace with competitors who invest significantly larger teams into their projects.
The 'Blood Rain' sequel currently has no release date, though it is anticipated to launch sometime in 2027. The studio's continued experimentation with AI in content creation is likely to be closely watched by players and industry observers alike.