Key Takeaways
- Shift Up says it is taking concerns about its AI-assisted promotional video seriously.
- The studio distinguishes that experiment from the work involved in building game characters.
- Its leadership continues to see a role for AI tools in development.
What Happened
GamesRadar reported comments from Shift Up chief technology officer Dong Ki Lee on September 8, following criticism of the Blood Rain video. Lee described AI as influential in development while acknowledging the concerns raised by players.
The discussion follows earlier remarks by chief executive Kim Hyung-tae, covered by PC Gamer in August. He emphasized that human artists and modelers created Evie, the character shown in the promotion, rather than AI creating her from nothing.
Those comments draw a distinction between a promotional experiment and character production. They do not establish how extensively AI will be used in the finished game.
The available reporting describes executive comments, rather than a complete production breakdown.
Why It Matters
For game creators, the story shows why explaining the workflow matters. Players encounter the final image, not the production history behind it; clear credits and concrete descriptions of what people made can make a discussion about new tools more useful than a broad argument for or against AI.
What’s Next
The clearest next step would be a fuller account of the promotional workflow and how it relates to the game itself. That would give players something specific to evaluate.
