Fans Disturbed By SM Entertainment’s “Obsession” With AI Use In Music Videos
SM Entertainment has long been a trendsetter in the K-Pop industry, earning admiration from fans for their innovative approaches.
However, their recent heavy use of AI technology in music and lyric videos has not been met with the usual applause. Instead, it has disturbed quite a lot of their followers.
The controversy began with the release of RIIZE’s single “Impossible,” where the group’s promotional releases featured an AI-generated visualizer. Fans quickly took to social media to criticize the company for what they perceived as a lackluster and impersonal approach.
ai generated…… that company got 2 creatives and a stapler left https://t.co/l2f4MiU4Dg
— 🌚 (@thyoniyy) April 23, 2024
The discontent continued with aespa’s music video for “Supernova.” In this video, teaser images of the members were enhanced using AI, making the members’ mouths move in sync with the song. This quirky use of technology was not well received — while some did like the AI touch, many others expressed discomfort and disappointment.
the whole MV was so slay and then they did this lol….wish y'all could have seen my face drop https://t.co/WOhL4KoVPO
— M ☽ ☽ N ¹² (@cloouriibit) May 13, 2024
Most recently, the music video for EXO Suho’s song “CHEESE,” featuring Red Velvet’s Wendy, has sparked further backlash.
not Suho using obvious AI in his MV 😭😭 can SM stop already wtf … can you not photograph cheese?? was it soo hard to find CHEESE??? is there a CHEESE shortage?!?!? SM do better and stop being lazy! you’re one of the big 3 there’s no need for this tf pic.twitter.com/WkMEeNfVSI
— Midnight 💎 (@mayonaknoame) May 18, 2024
The video includes numerous AI-generated images of cheese and scenes where Suho and Wendy appear as part of several paintings. This latest example has left fans bewildered and frustrated, leading to accusations that SM Entertainment has an “obsession” with AI technology.
Despite the growing discontent, SM Entertainment has yet to respond to the criticism. The company’s persistent use of AI in quick succession across three different projects involving four different artists has left fans puzzled. In fact, many find the company’s reluctance to address the backlash particularly troubling.
they paid a year subscription and decide to put in every mv 😭 https://t.co/9I9ExOPWaW
— bat (@suchenkaist) May 20, 2024
sm i really am so angry like after self portrait’s entire concept you’re gonna use a/i for HIM?…
— saz ❖ (@miyagender) May 20, 2024
SM’s persistence and silence continue to leave fans wondering: Why push forward with these AI-driven projects despite the negative feedback?
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