Shift Up CEO Kim Hyung Tae has defended the use of AI in the project *Stellar Blade: Blood Rain* following criticism over an AI-generated music video. Responding to backlash on Twitter/X, Kim argued that the character Evie featured in the video was originally created by the development team, stating, "Evie was created from head to toe by our talented artists and modelers. The AI is not creating her from scratch." Despite this defense, critics and fans pointed out that the issue concerns AI-generated promotional art replacing human creativity, with many suggesting the studio should have used its "creative artists" to develop the promotional video. Critics also reiterated that the video itself does not look impressive. The developer is facing harsh reactions from players and gaming press over the video, and Kim's response was not enough to convince upset critics. The article notes that Shift Up is too invested in AI to step back and that many believe the studio will need to get used to divisive opinions on AI use between Western and Asian audiences.