Entertainment giant HYBE is facing criticism after releasing a new comeback trailer for Tomorrow X Together (TXT). The promotional video, intended to tease the group’s upcoming mini album, quickly became the center of controversy as fans accused the company of relying on low-quality artificial intelligence visuals.
The teaser was released to introduce TXT’s upcoming mini album 7TH YEAR: A Moment of Stillness in the Thorns. While the video initially attracted strong attention from fans, reactions soon shifted as viewers began pointing out scenes that appeared to be generated by AI rather than filmed traditionally.
The trailer was uploaded through official channels of BigHit Music and its parent company HYBE. However, the comment sections were quickly filled with criticism, with many fans expressing disappointment over the apparent heavy use of AI-generated imagery.
International fans were particularly vocal about the issue, arguing that relying on AI for promotional content undermines the creativity and production quality typically associated with K-pop. The industry has long been known for its large budgets, elaborate music videos, and carefully crafted visuals, which made the teaser’s perceived lack of polish stand out even more.
Korean netizens also shared similar reactions. While some acknowledged that AI technology is increasingly used in music videos and promotional materials, they argued that the implementation in this case appeared rushed and poorly refined.
One online comment read, “AI is used in many idol music videos, but the problem here is that it looks badly done. It feels like they generated the scenes quickly using AI tokens and uploaded them without proper post-production.”
Another viewer questioned the need for AI in the first place, pointing out that many of the scenes could have been filmed with traditional production methods. “I don’t understand why they had to use AI here. Filming this wouldn’t be difficult, and the only unrealistic element seems to be the sky. If the reason is budget, then the issue lies in the decision-making process,” the comment stated.
Some fans also highlighted specific moments in the teaser that they believed could easily have been recreated using practical filming techniques—such as placing a masked actor in front of a real backdrop—rather than replacing simple elements with AI-generated visuals.
The controversy has once again sparked a broader conversation about the role of artificial intelligence in the K-pop industry. While some believe AI can help streamline production and expand creative possibilities, others worry that excessive reliance on the technology could reduce opportunities for human artists, designers, and production teams.
As TXT prepares for their comeback, the debate surrounding the teaser continues to spread across online communities, highlighting the growing tension between technological innovation and traditional creative production in the entertainment industry.
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