Shift Up CEO Defends AI-Generated Music Video for Stellar Blade Sequel, Sparks Player Outrage
The CEO of game developer Shift Up, Kim Hyung Tae, has responded to a significant wave of criticism surrounding the release of an AI-generated music video promoting their upcoming sequel, Blood Rain for Stellar Blade. The video, unveiled on July 31st, showcased the game’s protagonist, Evie, performing a pop song titled ‘Wanna be in Love,’ and immediately drew accusations of deceptive marketing practices due to its unmistakably artificial production.
Controversy Erupts Over AI-Created Character Performance
Critics swiftly pointed out a range of telltale signs indicative of AI generation, including nonsensical lyrical content, inconsistencies in Evie’s character model, and a pervasive, digitally smoothed filter applied across the entire video. This has fueled considerable player dissatisfaction, prompting a forceful response from Mr. Tae.
“‘Wanna be in LOVE’ feat. EVIE from Stellar Blade : BLOODRAINEVIE’s new music video is now available in YouTube. I would be very grateful if you could watch the video and share your thoughts!
In a statement posted on X (formerly Twitter), Hyung Tae defended the use of AI, arguing that it was employed solely to render and present the existing character design, painstakingly crafted over a year by Shift Up’s artists and modelers, rather than generating the character from scratch. He stated, “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. 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,”
However, this explanation has done little to quell player concerns. Many argue that utilizing AI to replicate the studio’s artistic style fundamentally devalues the work of its human team. “The AI is doing your character a disservice, distorting her appearance, and in turn, making your team’s art look bad, when in reality, they’re so talented,” one fan commented on X. “I would rather have fewer, shorter cinematics of your characters made by animators than hours of uncanny AI generations.”
Further fueling the debate, Hyung Tae cited the competitive pressures facing Shift Up, particularly against Chinese gaming studios. He previously highlighted the significant disparity in resources – with Chinese companies reportedly investing upwards of 2,000 personnel per game, compared to Shift Up’s comparatively modest 150 – and suggested that AI could be a necessary tool for maintaining a foothold in the market. He noted that 80% of the company’s revenue originates from overseas, where they face stiff competition from Chinese developers. “I do not think people will lose their jobs even if AI becomes widespread. Even if we mobilize all available manpower, it will not be enough, and I believe that we can only barely compete with industries like China or the United States that require massive workforce deployments if all these people are proficient in AI and one person can perform the role of 100.”
The controversy surrounding Stellar Blade’s Evie echoes previous concerns raised about her youthful design following the game’s initial reveal at Summer Game Fest. Shift Up has previously addressed these worries, promising that the in-game character will not appear as overly sexualized. The incident underscores a broader trend within the industry as AI technology rapidly evolves and its integration into game development becomes increasingly prevalent. Ultimately, the debate surrounding the Blood Rain music video raises fundamental questions about the role of AI in creative industries and the potential impact on the value of human artistry.