# Shift-Up uses AI K-pop video to promote Stellar Blade: Bloodrain

- URL: https://talkfuse.com/story/shift-up-promotes-stellar-blade-2-with-ai-generated-kpop-music-video-featuring-the-games-main-character/
- Published: 2026-07-31T14:33:00+00:00
- Updated: 2026-07-31T22:15:16+00:00
- Original publisher: Eurogamer
- Original article: https://www.eurogamer.net/stellar-blade-2-generative-ai-music-video
- Topics: AI, Entertainment, Music, Software, Technology

## Key points

- Shift-Up used an AI-generated K-pop video to market Stellar Blade: Bloodrain.
- Fans questioned why existing game assets were not used instead.
- Bloodrain’s release date remains unconfirmed.

## Summary

Shift-Up has promoted its forthcoming action game Stellar Blade: Bloodrain with what appears to be a fully generative-AI K-pop music video. The video features protagonist Evie performing an original Shift-Up song, and has prompted criticism and confusion from some fans, highlighting concerns about the company’s increasing embrace of AI in game marketing and potentially development.

The video depicts Evie singing and moving through the game’s science-fiction city, before showing Shift-Up staff interacting with the AI-generated character. Earlier this year, the company’s chief executive and Stellar Blade director described AI as essential to competing with larger Chinese rivals, although it remains unclear whether generative AI will be used in Bloodrain itself. No release date has been announced; earlier expectations placed it before 2027, with a 2027 launch now appearing more likely.

## Coverage

- [Eurogamer: Shift-Up uses AI K-pop video to promote Stellar Blade: Bloodrain](https://www.eurogamer.net/stellar-blade-2-generative-ai-music-video)
- [Push Square: 'I Feel Profoundly Disappointed': Stellar Blade Dev Destroyed for 'AI Slop' Music Video](https://www.pushsquare.com/news/2026/07/i-feel-profoundly-disappointed-stellar-blade-dev-destroyed-for-ai-slop-music-video)

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Summarised by TalkFuse (https://talkfuse.com/). Quote the original publisher for the reporting and link this page for the summary and discussion.