Shift Up faced criticism from players over the use of AI in promoting *Stellar Blade 2: Blood Rain*, with the published music video drawing complaints for illogical lyrics, visual artifacts, and blurry images. Instead of apologizing, studio head Kim Hyung Tae urged the audience to “approach the video with understanding.” He stated that the main character EVIE was created by artists and modelers over more than a year of work, and that AI only used the team's ready-made materials. The statement did not convince part of the community. Earlier, Kim Hyung Tae had said he considers AI a necessary tool that helps a small studio compete with large developers from China.