With ChatGPT helping us with tasks that would usually take us hours, in just a few seconds, and other programs such as Notion implementing their own AI tool, it is fair to say that the growing development of AI can make some of us feel like “the robots are taking over the world”, and potentially, “replacing us”. We comfort ourselves by claiming that AI can never produce art like humans can. Which is true. Art programs that everyone has definitely seen on their TikTok for you page, such as NightCafe and WOMBO, will produce impressive results, but never with the same authenticity as human artists can. However, despite this fact, AI has, over the past years, had an increasing presence in some entertainment industries. In this article, I would like to focus on the K-Pop industry in particular and discuss whether the introduction of AI has been beneficial or threatening to the industry and the public opinion on these developments.
Virtual idols are not new to the scene. In 1995 the very first virtual idol Kyoko Date, made her debut. In 2007, the vocaloid software product, Hatsune Miku, became a cultural icon. Within one year of her release, 40,000 copies were sold. In 2009, Miku had her own concert using a projection screen.
In 2018, the developers of League of Legends, Riot Games, released an AR (augmented reality) K-pop group called K/DA. The idols being characters (champions) from the game itself. Their debut song, “Pop/Stars” had 9,000 sales in the USA alone and peaked number 2 in the global pop chart. The group itself was well received by the public and fanbase and has, at the time of writing, 544 million views on their Youtube music video. The AR idols did not perform by themselves, however, and they were accompanied by the singers behind their voices: Soyeon and Miyeon from (G)I-DLE, Madison Beer and Jaira Burns.
In 2020, SM entertainment, one of the big three companies in the K-pop industry, released a new girl group called Aespa. Similar to K/DA, the four members are accompanied by four avatars (known as æs) who live in a virtual universe called “Kwangya”. This alternate universe is mentioned in several of their lyrics. Aespa’s concept as a group is based around their AI counterparts and the human members can even be said to set high visual standards – almost flawless like robots. The public response to the announcement of Aespa was not as positive as K/DA with some netizens claiming that Aespa, due to their robot concept, lack stage presence and facial expressions. Nevertheless, Aespa is successful – being labelled as “Monster Rookies,” and with 39 awards within the two years of promotions.
More recently, in June 2022, the K-pop group SuperKind initially debuted with 5 members. 4 of those who were human and their centre member being an AI. Promotions for this AI member blew up on TikTok with comments such as, “the robot is getting more screen time than the other real boys,” and “dudes trained for years to be in the shadow of someone who disappears when the electricity is gone.” Despite the initial negative response to the group’s concept, their views on TikToks reach up to 10.5 million. Marketing-wise, it is safe to say that the gimmick of the AI member has been a great contribution to the publicity of a k-pop group from a small and otherwise unknown company – preventing them from what netizens call “nugudom”.
One student at Warwick K-pop Society claimed that, “it is unfair to the other four members of SuperKind as they always have to think about spacing for something which isn’t really there when performing”.
In January 2023, Metaverse Entertainment debuted MAVE:, a four member K-pop girl group, entirely consisting of AI members created by machine learning, deep-fake and full 3D production technology. Their song “Pandora,” has 16 million views despite not being “real humans”. The success of the group has prompted the question on whether AI idol groups can grow to be as big as human K-pop idol groups.
I asked a Hatsune Miku fan for their opinion on both Vocaloids and AI idols and the response was the following:
“I’m a big Miku fan because she has her own meta vocaloid world that is separate to our universe, whereas MAVE kinda freaks me out because they exist amongst us. Like, they’re doing the same thing as human idols and the fact they’re meant to look hyper realistic feels quite intimidating.”
Despite initially seeming like a “gimmick,” the success of these digital idol groups brings forth a potential solution for artists to avoid the high expectations set by the K-pop industry. With AI idols appearing in place of humans, it can prevent hate speech by anti-fans who fat-shame and gossip about dating rumours therefore maintaining the privacy of an artist’s life, whilst catering to the high visual and aesthetic features which appeal to K-pop fans.
Another student stated that, “I personally feel they make light of the effort humans have to go through to be just as successful,” and another said, “I feel like it’s really good for those who are not ready to show themselves in fear of not being well received by Korean society and expressing their true talents over their looks”.
AI idols are suggested to relieve the workload of K-pop idols. It is known that idols have packed and busy schedules, especially when preparing for new album releases. In addition to this, the intensity of training in the industry is brought to light through reality tv shows such as the Produce101 series and Girls/Boys Planet 999. Fans have become jaded to the often cruel methods of the K-pop industry. The industry has normalised watching young teenagers cry on TV by the risk of not being able to achieve their dreams and having essentially an unrealistic “expiry date”. Something that is definitely encouraged by the fact that idols are debuting as young as the age of 14 now.
However on the other hand, some fans argue that the introduction of AI idols actually increases the pressure on aspiring artists. If companies have begun to realise that AI groups such as MAVE: can be just as successful and profitable as human idol groups, they may find managing and debuting AI as much more cost effective for their business, and therefore less interested in sponsoring the dreams of young trainees. Companies would be able to save on training fees, clothing, makeup and accommodation/travel expenses.
One student stated that, “I like the music but AI idols lack the connection and fan service that human idols can provide”.
Another stating that, “there is little appeal to something that is not real. The technology is fascinating for a little while at best“.
And a third who claimed that, “they’re cool and offer something different but can never replace real idols”.
It seems as though despite the massive fanbase for other virtual idols such as Hatsune Miku and K/DA, current public opinion sways towards the belief that the hype for AI idols is only temporary and some believe that they do not see AI groups to be long term and sustainable. Therefore perhaps suggesting that as of 2023, AI idols which assist human idols are accepted by fans but AI idols by themselves seem pointless and inauthentic – completely lacking the sentimentality aspect which human K-pop idols are so good at.