South Korean developer Shift Up has faced significant criticism following the release of an entirely AI-generated music video for its upcoming action game, Stellar Blade: Blood Rain. The video, titled "Wanna be in LOVE" Feat. Evie, stars the game's protagonist Evie singing an upbeat pop song within the game's futuristic setting.
Upon its release on July 31, players and observers quickly noted peculiar visual elements, including inconsistent facial features and overall aesthetic choices that some likened to AI-generated advertisements. The description for the video explicitly states, "This video was created using the game resource from Stellar Blade: Bloodrain and regenerated with AI support," with the logo for Shift Up’s A.I. Labs department also visible.
The reaction across platforms like YouTube and Reddit has been overwhelmingly negative. Comments express disappointment and concern, with many users stating that the video's quality is subpar and questioning whether AI will be implemented in the game itself. "They really thought they were cooking with this AI slop," one commenter remarked, a sentiment echoed by many who felt the developer possessed sufficient resources and talent to create a traditionally animated music video.
This move is seen by some as tied to Shift Up boss Kim Hyung-Tae's vocal advocacy for generative AI. In January, Hyung-Tae argued that AI is crucial for smaller nations' game developers to compete with larger studios in countries like the U.S. and China, citing differences in team size and resource allocation. He previously suggested that AI would augment, rather than replace, human employees, enabling individuals to perform the work of many.
Hyung-Tae's promotion of the music video on X (formerly Twitter) invited feedback, much of which was critical. Users urged the studio to consider traditional animation and questioned the narrative that AI is necessary for competition, labeling it "BS." Concerns were also raised about whether the game's development would incorporate similar AI technologies, with some stating a potential disinterest in the game if that were the case.
This controversy emerges shortly after the Summer Game Fest reveal of Stellar Blade: Blood Rain, which introduced Evie, a new protagonist distinct from the original game's Eve. Evie, designed as a younger, smaller character with a stronger personality and a focus on melee combat, has also been a subject of discussion. Hyung-Tae clarified in an interview that Evie's design and personality were intentional, aiming for a character who, despite her appearance, would be perceived as lovable through her actions and combat style.
The use of AI in game development remains a contentious issue, dividing industry professionals and players. While some, like Rockstar co-founder Dan Houser, have compared it negatively, others, such as the CEO of Genvid, suggest that younger audiences are receptive to AI-generated content. Companies like EA and Square Enix have also publicly embraced AI, integrating it into their business strategies and development pipelines.