BLACKPINK has officially returned with their long-awaited mini album DEADLINE, but the excitement surrounding the comeback has quickly turned into controversy.
On February 27 (KST), the group unveiled their new release along with the music video for the title track “GO.” The video initially received an enthusiastic response from fans, praised for its high-concept visuals and cinematic scale. However, the mood shifted dramatically once viewers examined the end credits.
Fans noticed that the music video included more than eleven names listed under categories such as “AI VFX” and “AI Production.” The discovery that a significant portion of the visual effects was generated using artificial intelligence immediately triggered backlash online.
For many long-time fans, the revelation felt especially jarring. BLACKPINK has long been recognized for elaborate music videos filmed on massive physical sets that often looked like CGI but were largely constructed in real life. The group’s previous productions were frequently praised for their tangible grandeur and practical artistry. In comparison, the heavy reliance on AI tools in “GO” has been seen by some as a departure from that signature production identity.
While generative AI is becoming increasingly common in creative industries, opposition remains strong among both artists and audiences. Critics cite environmental concerns, labor displacement, and ethical issues related to training data and artistic ownership. Given that a sizable portion of K-pop fandom actively debates these issues, the intense reaction to BLACKPINK’s latest release is not entirely surprising.
Online discussions have ranged from disappointment to outright criticism. Some fans argued that using AI contradicts the group’s premium branding and artistic image. Others questioned whether large-scale entertainment companies should prioritize practical production over cost-efficient digital alternatives.
Meanwhile, DEADLINE has also faced scrutiny over additional aspects of its rollout, further fueling debate surrounding the comeback.
Sources: Koreaboo