Shift Up has sparked backlash for releasing an entirely AI-generated K-pop music video starring protagonist Evie, titled "Wanna be in LOVE" Feat. Evie | Stellar Blade: BLOODRAIN, published on its YouTube channel on July 31. The video shows Evie singing an upbeat pop song in Stellar Blade’s future setting, but fans pointed out oddities including facial changes and visual inaccuracies, with some comparing it to AI-generated adverts. The video description confirms it was made with AI, and small print states: "This video was created using the game resource from Stellar Blade: Bloodrain and regenerated with AI support." The logo for Shift Up’s A.I. Labs department appears at the bottom. Reception across the internet is overwhelmingly negative, with comments criticizing the AI slop and expressing damaged hype for the game. The backlash references Shift Up boss Kim Hyung-Tae, a vocal proponent of generative AI. In January, he said that without AI, developers in smaller nations would struggle to compete with studios in places like the U.S. and China, noting, "We devote around 150 people to a single game, but China puts in between 1,000 to 2,000." He insisted AI would not result in job losses but make employees more valuable, as "one person can perform the work of 100 people." Hyung-Tae promoted the video on X / Twitter, asking viewers to share their thoughts