Despite all the fan backlash, they keep going.
korea boo
SM Entertainment has been a trendsetter in the K-Pop industry for years, earning praise from fans for its innovative approach.
But recent heavy use of AI technology in music and lyric videos hasn't met with the usual praise. In fact, it's making quite a few followers nervous.
The controversy began with the release of RIIZE's single “Impossible,” which featured an AI-generated visualizer in the group's promotional release. Fans quickly took to social media to criticize the company for what they called a lackluster and impersonal approach.
AI generated…the company left behind 2 creatives and 1 stapler https://t.co/l2f4MiU4Dg
β π (@thyoniyy) April 23, 2024
The complaints continued with aespa's “Supernova” music video. In this video, the members' teaser images are enhanced by AI, and the members' mouths move in sync with the song. This unusual use of technology was not well received. While some people liked the AI ββtouch, many others expressed discomfort and disappointment.
The whole MV was so amazing and they did this lol… I wish you all could have seen my face fall https://t.co/WOhL4KoVPO
β M β½ β½ N ΒΉΒ² (@clouriibit) May 13, 2024
Recently, the music video for EXO Suho's song “CHEESE” featuring Red Velvet's Wendy caused further backlash.
Suho doesn't use obvious AI in his MV ππ Can you please stop SM… Shouldn't you take pictures of cheese?? Was it really hard to find cheese? Are you running out of cheese? SM should do better and stop being lazy!You are one of the big 3, you don't need this TF pic.twitter.com/WkMEeNfVSI
β Late nightπ (@mayonaknoame) May 18, 2024
The video includes many AI-generated images of cheese and scenes in which Suho and Wendy appear as part of several paintings. This latest example has left fans confused and frustrated, leading to accusations that SM Entertainment is “obsessed” with AI technology.
Despite the growing dissatisfaction, SM Entertainment has yet to respond to the criticism. The company continues to use AI across three different projects involving four different artists in quick succession, confusing fans. Indeed, many find the company's reluctance to address the backlash particularly problematic.
They decided to pay a 1 year subscription and include all the MVs π https://t.co/9I9ExOPWaW
β Bat (@suchenkaist) May 20, 2024
sm I'm really very angry. Are you going to use a/i on him like after the whole self-portrait concept?β¦
β Sazβ (@miyagender) May 20, 2024
SM's persistence and silence have left fans wondering: why go ahead with an AI-driven project despite the negative feedback?
Share this post
