Shift Up’s CEO Kim Hyung‑tae released an AI‑generated music video titled “Wanna be in LOVE” featuring the upcoming game’s protagonist, but loyal fans called it sloppy, garish, and damaging to the franchise. The video’s obvious AI glitches sparked a wave of backlash across social media.

Key Takeaways

  • Shift Up released an AI‑generated music video
  • Fans labeled the video "sloppy" and "unacceptable"
  • Kim Hyung‑tae’s AI enthusiasm now faces intense criticism

Overview

Shift Up founder and CEO Kim Hyung‑tae posted the official music video "'Wanna be in LOVE' Feat. Evie" for the upcoming title Stellar Blade: Blood Rain. The YouTube description openly states “Made with AI” and “Sounds or visuals were altered or fully generated,” signaling a transparent, yet controversial, use of generative AI.

Fan Backlash

Social media users quickly condemned the video. Commentators on X and Twitter called it “garbage,” “AI slop,” and warned that such content could irreparably harm the IP. The video’s visual inconsistencies—especially the fluctuating face of Evie—and nonsensical on‑screen text like “Preduet Spee” and “Custemef Service” amplified the criticism.

Historical Background

Kim has been vocal about AI’s potential, previously stating that "one person can perform the work of 100 people" with the technology. After the 2024 launch of Stellar Blade, the studio leaned heavily into AI‑assisted production, a move that already raised eyebrows among purist gamers.

Why This Matters

BozokMedia analysis shows that the backlash against AI‑generated promotional material could set a precedent for how gaming studios balance innovation with fan expectations, potentially influencing future marketing budgets and creative decisions.

"When AI‑created content diverges from fan expectations, it can tarnish a brand’s reputation faster than any traditional misstep."
Did You Know?: The original Stellar Blade was among the top‑grossing mobile games worldwide in 2023.

Frequently Asked Questions

Q1: Will Shift Up rely solely on AI for future content?
A: The company says AI will remain a tool, but fan backlash may force a strategic shift.

Q2: Could this video affect Stellar Blade: Blood Rain sales?
A: No official figures yet, but negative buzz could dampen early adoption.