ShiftUP CEO Kim Hyung Tae has faced criticism for a promotional video for the game Stellar Blade: Blood Rain, which featured an AI-generated music composition that was deemed lacking in soul and coherence. The video showcased a surreal visual experience with the protagonist, Evie, in a skin-tight suit that raised concerns about the game's creative direction. Critics argue that the video undermines the game's narrative and visual identity, leading to disappointment among fans who anticipated a deeper narrative in the sequel. ShiftUP has a history of producing high-quality content, as seen in their previous title, Nikke, which featured a soundtrack by a seasoned composer. The backlash reflects broader concerns about the normalization of AI in creative processes within the gaming industry and its potential impact on emotional connections in games. The gaming community has expressed disappointment and reevaluated their interest in Blood Rain due to the promotional material.