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 AI imagery.
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 changed as viewers began pointing out scenes that appeared to be AI-generated rather than traditionally filmed.
The trailer was uploaded via the official channels of BigHit Music and its parent company HYBE. However, the comments sections were quickly filled with criticism, with many fans expressing disappointment at the apparent heavy use of AI-generated imagery.
International fans have been particularly vocal on the issue, arguing that relying on artificial intelligence for promotional content undermines the creativity and production quality typically associated with K-pop. The industry has long been known for its big 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 acknowledge that AI technology is increasingly used in music videos and promotional materials, they argue that the implementation here appears rushed and unrefined.
One online comment said: “AI is used in many idol music videos, but the problem here is that it seems poorly made. It seems like they generated the scenes quickly using AI tokens and uploaded them without proper post-production.”
Another viewer questioned the need for artificial intelligence in the first place, pointing out that many scenes could have been shot with traditional production methods. “I don’t understand why they had to use AI here. Filming wouldn’t have been difficult and the only unrealistic element seems to be the sky. If the reason is the budget, then the problem lies in the decision-making process,” reads the comment.
Some fans also highlighted specific moments in the teaser that they believed could have easily been recreated using practical filming techniques, such as placing a masked actor in front of a real background, rather than replacing simple elements with AI-generated imagery.
The controversy has once again sparked a larger debate about the role of artificial intelligence in the K-pop industry. While some believe that AI can help streamline production and expand creative possibilities, others fear that too much reliance on technology could reduce opportunities for 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.
