Shift Up has drawn significant criticism after releasing an AI-generated music video to promote its upcoming game Stellar Blade: Blood Rain. The video, titled "Wanna be in LOVE" Feat. Evie, presents the new protagonist in a polished K-pop performance style and has been widely labeled by fans as low-effort promotional material.
The roughly three-and-a-half-minute video shows Evie singing and dancing through a dense, neon-lit city that matches the aesthetic shown in the game’s Summer Game Fest 2026 reveal trailer. It then shifts into staged behind-the-scenes footage in which Shift Up staff appear to direct the character, apply makeup, and interact with her on a virtual set. A disclosure at the end states that resources from Stellar Blade: Blood Rain were generated with AI support. YouTube also flags that some visuals and audio were altered or fully generated. The logo for Shift Up’s A.I. Labs department appears in the video.
Stellar Blade: Blood Rain was officially revealed in June 2026. It introduces Evie as a new lead character distinct from Eve, the protagonist of the 2024 original. The sequel retains the series’ fast-paced action combat and sci-fi setting while moving into a more crowded urban environment inspired by large Asian cities. No release date or platform list has been confirmed.
The music video is one of the first major marketing pushes for the new game since its announcement. Instead of generating excitement, it triggered a strongly negative response. The top comment on the official upload simply read “Are we deadass?” and quickly gathered thousands of likes. Many viewers described the video as "AI slop" and questioned why a studio that built its reputation on highly detailed character models and animation would lean on generative tools for a flagship promotional piece. Critics argued that the approach undercuts the work of human artists and sets a concerning tone for how the project might be developed.
A smaller portion of the audience found the video entertaining or separated their feelings about the song from the method used to create the visuals. Overall, however, the reaction has been dominated by disappointment and skepticism.
The controversy also revived earlier comments from Shift Up CEO and Stellar Blade director Hyung-tae Kim. Kim has previously described generative AI as an essential tool for studios outside the largest markets, arguing that it allows smaller teams to remain competitive with the much larger workforces common in the United States and China. He has claimed that AI increases individual productivity and does not necessarily lead to job losses, using the phrase that one person can perform the work of many. Those remarks, once more abstract, are now being read alongside the concrete example of the Evie music video.
Importantly, there is still no public confirmation that Stellar Blade: Blood Rain itself will rely on generative AI for in-game characters, environments, animation, or audio. The current backlash is directed at the marketing video. Shift Up has not issued a detailed statement explaining which specific elements were AI-generated, nor has the studio clarified whether similar tools will appear in the finished game. That lack of transparency has left many fans examining every new image and trailer more closely for signs of synthetic generation.
Promotional choices shape early perception. Stellar Blade succeeded in part because of its distinctive visual style and the clear craft visible in its character work. Replacing that impression with an obviously synthetic music video risks associating the sequel with the broader fatigue many players feel toward generative AI in creative industries. Even if the final game is built with traditional methods, the first major impression for a large number of potential players is now tied to this video.
Shift Up finds itself in a familiar industry tension for many fans and gamers. Some developers view generative tools as practical solutions for cost and speed. Large parts of the audience see them as a threat to artistic quality and employment. By choosing to lead Blood Rain’s marketing with a fully AI-supported music video, the studio has placed itself at the center of that debate earlier than many expected.
The game remains in development with no release window announced. Future trailers and artwork will likely face heightened scrutiny. For now, the conversation around Stellar Blade: Blood Rain has shifted away from its new protagonist and setting and toward questions about how the studio intends to create the rest of the project. The "Wanna be in LOVE" video was meant to build anticipation. Instead, it has become the focal point of a larger argument about the role of generative AI in game marketing and development.
What are your thoughts on the video? Do you think it killed or generated hype? Let us know what your thoughts are in the comments below!