Shift Up released an AI-generated music video on July 31 [1] to promote the upcoming game Stellar Blade 2: Blood Rain.
The release highlights a growing tension between game developers and players regarding the use of generative artificial intelligence in creative marketing. As studios increasingly adopt these tools to reduce costs or speed up production, fans have expressed concerns over the quality and authenticity of the resulting art.
The promotional video, titled "Wanna be in LOVE" [3], features the game's protagonist, Evie, portrayed as a K-pop idol. However, the visual and auditory execution sparked immediate disappointment across social media and gaming forums. Some fans described the content as "AI slop" [1], arguing that the generative nature of the video failed to meet the aesthetic standards of the original title [1].
Despite the negative reception, the leadership at Shift Up has refused to apologize for the creative choice. The company believes that integrating these technologies is a step forward for the industry's evolution.
"We stand by the creative direction and believe AI can enhance our storytelling," the Shift Up CEO said [2].
The backlash centers on the perceived lack of effort in the video's production. Critics suggest that using AI for a major sequel's promotion sends a message that the developer is cutting corners. This sentiment has led some community members to question whether the same approach will be applied to the game's actual development, such as animations or voice acting, rather than just marketing materials [1].
Shift Up has not announced any plans to remove the video or replace it with traditional animation. The company continues to move forward with its marketing strategy for Blood Rain as it prepares for the sequel's launch [2].
“"This AI slop isn’t it"”
The controversy surrounding Stellar Blade 2 reflects a broader industry conflict where the efficiency of generative AI clashes with the expectations of a core gaming audience that values craftsmanship. By doubling down on the use of AI, Shift Up is testing the limits of player tolerance for synthetic media in high-budget productions, potentially signaling a shift in how AAA titles handle promotional content.
