Overview
- Shift Up uploaded the music video for “Wanna be in Love” on Friday, July 31, 2026, and the YouTube description and on-screen credits state that sounds or visuals were altered or fully generated with the studio’s AI Labs/Second Eve Studio.
- Viewers and journalists documented clear AI artifacts in the video, including inconsistent facial features between shots, garbled and unreadable text on props, duplicated or distorted background figures, and awkward lip-syncing.
- The clip ends with staged ‘behind-the-scenes’ outtakes that feature an AI-generated Evie and a fake crew, a detail critics say undercuts authenticity and suggests marketing was produced mainly by generative tools rather than studio artists.
- Fans and some commentators called the release a betrayal of Shift Up’s artists and warned it could damage the Stellar Blade brand, while CEO Kim Hyung-tae publicly invited fan feedback but has not clarified how much generative AI will be used in the final game.
- The video also raised questions about possible unauthorized references to other brands and IP and has renewed wider debate over generative AI’s legal, ethical, environmental, and labor impacts on game production and promotion.