Shift Up CEO Kim Hyung Tae is facing significant backlash from fans after using generative AI to create a promotional music video for the upcoming game Stellar Blade: Blood Rain.

Key Points

• Fans criticized the video for inconsistent character visuals and perceived low quality compared to the studio's previous human-made artwork.
• Kim Hyung Tae defended the project on X, stating that AI was used only to render existing character designs created by his team.
• Critics argue that using AI diminishes the craftsmanship of the original character models and risks the studio's reputation.
• The CEO has previously advocated for AI as a necessary tool to help smaller studios compete with larger developers in terms of content volume.
• There is currently no evidence that generative AI is being used in the actual development of the Stellar Blade: Blood Rain game.

Why it Matters

This controversy highlights the growing tension between game developers seeking efficiency and fans who prioritize human artistry and visual consistency. It serves as a cautionary example of how the integration of generative AI can alienate a dedicated community and damage a brand's established goodwill.