Over the past few comebacks I’ve seen from different groups, it feels like more and more companies are using AI-generated material for promotional content. And honestly, some of it feels like a way to cut corners instead of paying real artists to design things properly.
For example, I just watched IVE’s recent MV teaser for “XOXZ.” From the first glance, it definitely looks like they poured a lot of budget into the MV—great cinematography, effects, real-life sets, and an overall high-quality production. But that makes me question why the earlier teasers for this era leaned so heavily on AI. If they had the resources for a high-budget MV, why rely on AI-generated visuals for the teasers?
Red Velvet had a similar situation. Their Cosmic MV looked amazing—great cinematography, tons of extras, impressive sets and effects, and even original illustrations and animation by real artists. But then the concept photos were just them posing in front of a colored screen with tacky AI backgrounds added later. Those backgrounds don’t look good now and probably won’t age well either.
Then there’s BLACKPINK’s “JUMP” MV, which honestly felt almost entirely AI-generated. You can really tell they didn’t have time to shoot anything properly. It looked like the girls were busy preparing for the tour, and even the choreography didn’t seem fully developed yet. But YG still wanted that bombastic, high-impact MV, so they brought in Dave Meyers to make it happen. And don’t get me wrong—Dave Meyers can make a great MV without AI when it’s smaller in scale. But here, it felt like AI was used to make something “look big” without the actual filming to back it up.
Even looking at Somi’s comeback, it’s kind of strange. The pre-release “EXTRA” was high-budget with lots of effort and visuals. But then her main single “Closer” leaned much more heavily into AI visuals. Why go all out for the pre-release and then cut corners on the main track?
It’s starting to feel like a trend: companies are putting all their effort into the MV—or at least making it look like effort—while relying on AI for promo material, concept photos, or even parts of the MV itself. And when AI is being used to replace creative professionals instead of help them, it just feels lazy and disappointing.
I’m not against AI—it can be a helpful tool to assist on speed up workflows, or enhance ideas. But it shouldn’t be doing the job instead of real creatives. Right now, it feels like companies are using AI more as a shortcut to save money or time, often at the expense of quality and originality.
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