Shift Up has responded to criticism surrounding its recently released promotional video for Stellar Blade: Blood Rain, after fans accused the studio of relying too heavily on generative AI.

The video, presented as a music video for the upcoming sequel, quickly drew attention online,but not for the reasons the developer likely hoped. Viewers pointed to several elements that appeared AI-generated, including awkward facial expressions, robotic vocals, morphing character details, and environmental assets featuring distorted text and inconsistent visuals. Rather than building excitement for the game, the trailer sparked debate about the increasing use of AI in game marketing.

The backlash was particularly strong because of Shift Up's position within the industry. The studio's mobile title, Nikke: Goddess of Victory, remains one of the highest-grossing gacha games, leading many fans to question why a financially successful developer would rely on generative AI for a major promotional campaign instead of investing in traditionally produced content.

In response to the criticism, Shift Up CEO Hyung Tae Kim took to social media to clarify the studio's approach. According to Kim, fans had misunderstood the role AI played in the video.He explained that Evie, the central character featured throughout the trailer, was not created using AI. Instead, she was designed entirely by Shift Up's artists and 3D modelers over the course of more than a year. Kim stated that AI was only used to render and present work based on the assets and craftsmanship already created by the development team, emphasizing that the character herself remained a fully handcrafted creation.Despite the explanation, many fans remain unconvinced.

The criticism has never really been about Evie's design. Most viewers appear to acknowledge that the character model itself was produced by artists. Instead, the frustration centers on everything surrounding her. Throughout the video, several scenes display visual artifacts commonly associated with generative AI. Parts of Evie's outfit appear to morph between shots, food changes shape unnaturally, and signs placed on buildings and vending machines are filled with unreadable, nonsensical text.

For many players, those details overshadow the work invested in creating the character. While the underlying model may have been handcrafted, presenting it within an AI-generated environment leaves the overall production feeling inconsistent and, according to many critics, lacking the level of polish expected from a studio of Shift Up's size.The controversy has also reignited a broader conversation about AI's role in game development and marketing. While developers continue experimenting with generative tools, many players remain wary of seeing AI replace the artistic craftsmanship that gives promotional material its personality and authenticity.

Whether Shift Up's explanation will ease community concerns remains to be seen, but the reaction to the Stellar Blade: Blood Rain music video has made one thing clear: players are paying close attention to how AI is being used, and many still expect human creativity to remain at the forefront of game marketing.