Developer ShiftUp has addressed the criticism surrounding its recent promotional video for Stellar Blade: Blood Rain, which heavily featured generative AI. The video, intended as a music video, sparked backlash due to its perceived lack of soul and reliance on AI for elements like character animation and music.
ShiftUp CEO Hyung Tae Kim clarified the studio's use of artificial intelligence in the video. "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," Kim stated on social media. "The AI is not creating her from scratch. It is rendering and presenting the character based on the data, design, and craftsmanship our team created."
![The "Wanna be in LOVE" video for Stellar Blade: BLOODRAIN]( "The "Wanna be in LOVE" video for Stellar Blade: BLOODRAIN")
Critics argued that even if the character model itself was not AI-generated, the extensive use of AI in other aspects of the video, such as the music and environmental details, diminished the overall quality and authenticity. Examples cited include parts of the character's suit morphing unnaturally, a "slimy" visual effect on food, and nonsensical text on in-game signage. The accompanying song was also noted as being AI-generated, despite ShiftUp employing skilled composers.
This controversy highlights a broader discussion within the industry about the integration of AI in game development and marketing. While AI tools offer new possibilities, their implementation can alienate audiences if perceived as a shortcut or a replacement for human creativity. ShiftUp's CEO indicated a continued embrace of AI, a trend that is becoming increasingly prevalent in the South Korean game development scene.