LE SSERAFIM is gearing up for the release of their fourth Japanese single, “DIFFERENT,” scheduled for June 24. However, the group’s latest promotional teasers have sparked controversy among international fans, igniting debate over the use of artificial intelligence (AI) in K-Pop marketing.
As part of the pre-release campaign, Source Music unveiled teaser images and short videos known as Track Samplers. These videos showcase unusual objects inside a fridge, rendered in a distinctive, oddly shaped art style. Many fans quickly speculated that the visuals were created using generative AI, noting their unnatural appearance and lack of clear detail.
Another teaser video features a similar style, further fueling concerns about AI involvement. Although Source Music has not officially confirmed the use of AI in the teasers, fans believe this reflects a growing trend among K-Pop companies to incorporate AI tools to reduce production costs.
This development has stirred widespread criticism. Fans argue that relying on AI undermines authentic human artistry and craftsmanship. They worry it threatens the livelihood of designers, illustrators, and CGI professionals by replacing their work with soulless, machine-generated visuals.
- You’re all getting too comfortable with AI!
- No one calling out the clear usage of AI.. If you care to argue, please identify the items on the bottom shelf 💔
- So f*cking sick of the AI in K-pop. It’s making everything so boring.
- Please @SOURCEMUSIC, don’t work with artists who use generative AI as a part of their work. It is harmful to artists and the environment. Cutting corners like this leads to a sloppy and unappealing final product, even if it is just elements for the background.
Moreover, environmental and ethical concerns have also been raised. Generative AI demands significant computational power, leading to high energy consumption.
Fans express frustration that entertainment companies with ample budgets choose AI shortcuts over hiring experienced creatives, potentially harming the industry’s creative integrity and environmental footprint.
