After players slammed the AI‑generated promotional video for Stellar Blade’s sequel Blood Rain, Shift Up’s CEO Kim Hyung‑Tae clarified that the footage relies on the studio’s artists’ work and outlined his view on AI’s role in the gaming industry.

Key Takeaways

  • Shift Up states the AI video used existing artist assets, not a brand‑new creation.
  • Players criticized visual glitches and feared AI could tarnish the studio’s artistic reputation.
  • The CEO highlighted AI as a future‑critical tool while acknowledging resource gaps against Chinese studios.

Introduction

On July 31, Shift Up released an AI‑generated music video featuring Stellar Blade’s heroine Evie dancing and singing to the pop track “Wanna be in Love.” The video’s unmistakable AI hallmarks—nonsensical captions, model inconsistencies, and a heavy air‑brush filter—triggered a wave of player criticism.

CEO’s Response

CEO Kim Hyung‑Tae took to X (formerly Twitter) to emphasize that Evie’s design was crafted over a year by the studio’s artists and modelers. “The AI is not creating her from scratch; it is rendering her based on the data, designs, and craftsmanship our team created,” he wrote, urging fans to view the video with that context.

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Player Backlash

Despite the clarification, many fans argued the AI misrepresented the character and diluted the studio’s artistic brand. One user lamented, “The AI does your character a disservice, distorting her appearance and making your team’s art look bad.” Another warned that the studio could become associated with “AI slop,” potentially undermining future high‑quality assets.

Historical Background

Shift Up has previously highlighted the challenges of competing with Chinese developers who deploy far larger teams. In January, the CEO noted that 80% of the company’s revenue comes from overseas, yet Chinese studios can allocate 1,000‑2,000 staff per project compared to Shift Up’s 150.

Why This Matters

BozokMedia analysis shows that the controversy underscores a broader industry tension: balancing innovative AI tools with preserving artistic integrity, especially for studios competing against massive Chinese investments.

"AI can amplify creativity, but when misapplied it risks eroding the very artistry that defines a game’s identity," says Dr. Lina Park, Gaming Studies Professor.
Did You Know?: The original Stellar Blade title broke download records in South Korea’s mobile market in 2022.

Frequently Asked Questions

Q1: Is the music video part of the actual game content?
A: No, it is a promotional AI‑generated video for Blood Rain, not gameplay footage.

Q2: How does Shift Up plan to use AI moving forward?
A: The CEO says AI will serve as a supportive tool in development, but the studio will continue to prioritize its artists’ creative vision.