SM using generative AI in Hearts2Hearts Style MV?

    I noticed the music video features 2 credited "AI Artists" at the end (see screenshot, bottom right).


    h2h-smv.png


    This is the first time I have seen this, and as someone who values human touch and craftsmanship in art it makes me sad to see.


    Korea is super into AI, there are ads for it currently, banners for university courses, and every bit of new tech is claiming to be "AI-powered" now (even Washing Machines and Electric Fans), so perhaps it was inevitable, but I still wish we weren't getting bits of generative AI art placed in music videos.


    By the way, this isn't any hate for Hearts2Hearts, I love this comeback and like the music video. If I was to guess at AI's role, I think it will be something incredibly minor such as the "stickers" that appear in the video during the journelling sections, but still I wish they could have hired a real artist to create those assets instead.


    What are your thoughts?

  • Go to Best Answer

    I've noticed some smaller companies using AI for covers and MVs.Some of them later apologized after fans called them out. I guess they do this to save cost because I assume production has raised. I am just a bit shocked a company as big as SM is using it, but not really because it saves a lot of money

    Personally, I don’t think AI is bad if the mv uses a lot of Vfx, especially for smaller companies with tight budgets. AI is way cheaper and easier to work with, while rendering software costs a ton. Spending that much on an Mv that will not even make much money just doesn’t seem worth it.

    Quote from StanGIDLE

    I've noticed some smaller companies using AI for covers and MVs.Some of them later apologized after fans called them out. I guess they do this to save cost because I assume production has raised. I am just a bit shocked a company as big as SM is using it, but not really because it saves a lot of money

    “Saves a lot of money”, It’s really the same story across a lot of modern life, beyond just AI, and is the reason why:


    - None of our furniture is made of real wood anymore, it’s all made of hardboard with a fake wood vinyl finish.

    - Our clothes are no longer made with natural materials like wool and cotton, now it’s synthetic and acrylic fibres.

    - Our art and entertainment is now threatened to be replaced with a fake computer generated replacement.


    With all of these I ask, did it actually benefit us? Or was it all just done in the pursuit of profit margins?

    • Best Answer

    It's all about profit margins. There are so many industries taking shortcuts to cut cost. A lot of the shortcuts used has affected quality I guess a lot of it has to do with late stage capitalism and it results in a worst product for consumers. It's also affecting the workplace where companies will fire high waged employees to either outsource or get employees on lower wages and it will impact productivity. However, they end up making a tiny bit more profits and deemed it worth it but they're making the workplace a worst environment


    When it comes to kpop I am not a fan of using AI for album covers. Most of the time it's done it's met with fan complaints and people hesitant to purchase the next project. A lot of the AI used for album covers is stolen artwork and it seems to be the case in most industries when used. I remember reading about a couple of video games getting caught using AI artwork and fans were upset and the same happened in film industry. I think it's going to be a thing that industries will force consumers to accept.


    I'm fine with AI being used as a tool to improve productivity but we need stronger laws to protect creatives. It's sad where we're heading because we even have popular music producers helping to push the AI effort to create music.

  • Bottles

    Selected a post as the best answer.
  • AllKill VIP

    It's not a full-on AI, it's a VFX, and not even a good one, but they used AI to add some elements, probably.


    With AI, you can work faster, but the result is not good 99% of the time, so the VFX department have to fix it, and that's why they're called "AI artists". Kinda messed up, but this is how it is.

    Artificial intelligence is now popular all over the world and unfortunately it is not always appropriate.

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