Cover Meet Mave, the latest K-pop sensation. They happen to be virtual, proof of the rising use of AI in Korean entertainment (Photo: Instagram / @mave_official_)
Meet Mave, the latest K-pop sensation. They happen to be virtual, proof of the rising use of AI in Korean entertainment (Photo: Instagram / @mave_official_)
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From virtual pop groups to fancier fight scenes, AI has made its way to the Korean entertainment industry
In the heart of Seoul, where neon lights pulse to the rhythm of K-pop beats, a new force is reshaping the contours of South Korea’s entertainment industry: artificial intelligence. Whether used for crafting chart-topping hits and conjuring virtual idols or developing entire K-dramas, AI is no longer just a glorified digital secretary or backstage assistant. It’s stepping into the spotlight, challenging traditional notions of creativity and performance.
Hallyu—once considered a regional wave, now a global cultural phenomenon—has long been credited with pioneering top entertainment strategies. Now, it’s diving headfirst into a bold new era. This fusion of cutting-edge technology and artistic expression is propelling Korean entertainment to unprecedented heights.
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However, as AI becomes more embedded in the creative process, it’s also stirring intense debate. Questions about authenticity, originality, and the future of human artistry are surfacing. Can an algorithm truly understand the depth of human emotion? What role will artists play when machines can compose music, write scripts and even perform? South Korea's embrace of AI in entertainment may be futuristic, but the conversation it prompts is deeply human.
How AI is breathing new life into the film industry
Using AI to restore older movies seems like a logical (and non-controversial) way to preserve the industry. Just in January 2025, the popular animated film Leafie, a Hen into the Wild, was digitally remastered and re-released. AI company Inshorts used AI Super-Scaler technology to upgrade the film to a 4K resolution, cutting not only production costs by half but also shortening the time required to remaster via traditional means.
But this is only the tip of the ice cream. The short film, It’s Me, Moon-hee, released at the end of 2024, used advanced AI techniques to render renowned actress Na Moon-hee digitally. The film was the result of a contest hosted by AI entertainment company MCA, owned the rights to Na Moon-hee’s digital likeness and wanted to underscore a new approach to digital intellectual properly.
According to the rules, contestants needed to create a film, live-action or animated, featuring the legendary actor as the lead; they could alter Na Moon-hee’s age and habits so long as she was recognisable. Entries featured the legend as Santa Claus, a fugitive, and even an astronaut.
In March, South Korean theatre-chain CGV also launched an artificial intelligence film competition. Aspiring AI filmmakers need to submit unpublished, original short films that can explore the theme of heroes and villains or tackle any subject.
But AI isn’t a mere trend. December saw the debut of the Busan International AI Film Festival, anchoring the country’s investment in this new type of film production. It follows in the footsteps of the Seoul International AI Film Festival, which began in 2023, and the Korean International AI Film Festival in 2024. The Busan festival introduced the warmly received M Hotel film, which won the special jury award.
Also read: How will AI change filmmaking? These 6 movies show how the technology has been used
AI in your favourite Korean dramas
Above Did you realise that the snowy backdrop was fake at the time?
The 2024 hit Queen of Tears is one of the more popular examples of AI use in K-dramas. For instance, the production team employed AI to create realistic visual effects, including the snowy forest scene. The writers also reportedly used AI analytics to refine the story arc and predict audience engagement. There are also rumours that showrunners now let AI pore through hundreds of reviews, performance data and social chatter to predict audience reactions, which guided the showrunner in creating scripts, developing characters and designing marketing campaigns.
But South Korea has long been using some form of this tech to enhance their dramas. Arthdal Chronicles in 2019 (also starring Kim Ji-won) applied deepfake technology to superimpose the actors’ faces on their doubles during the action scenes.
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The rise of AI-generated music
Above Listen to Syndi8. Supertone developed this virtual group, which is backed by Hybe, the same mother company as BTS.
The integration of AI has revolutionised music production. Supertone, backed by Hybe (the company responsible for mega sensation BTS), is leading the fray, not only creating AI counterparts of digital artists but entire AI-based groups. They’ve used their technology to produce multilingual songs, such as Lee Hyun, magnifying their artists’ reach and engagement. Supertone has even resurrected the voice of late folk singer Kim Kwang-seok.
SM Entertainment founder Lee Soo-man has urged the industry to adopt AI and blockchain technology in the creative sector, emphasising its potential to transform music, from production to consumption.
However, these advancements carry their fair share of controversy. Critics argue that these AI renditions can only replicate the voice but not the emotional depth and personal experience that layer authenticity into each performance. As these AI-generated songs surge in popularity, the discussions also raise questions about the essence of creativity and the role of human artists in an increasingly automated industry.
The debut of virtual idols
Above MAVE is the latest frontier in the Korean entertainment industry.
If you remember the 2002 Al Pacino film Simone or even the Disney flick Pixel Perfect two years, then you might be pleased to know that it’s finally happening. The Korean entertainment industry, has taken idols to a new frontier with virtual idols. These are digital personas that perform, interact with fans and even endorse products. They use tools like Viverse, an avatar maker, that can create characters in 2D and 3D.
Here are some examples of virtual groups pushing their way into the K-pop space:
Mave
This virtual girl group debuted in 2023. Created entirely through AI, they launched a debut track that featured intense choreography and vocals, setting the standard for virtual idols.
Eternity
Formed by Pulse9, Eternity is an 11-member virtual girl group brought to life using deep learning technologies. Each member is designed with unique features and personalities, engaging fans through music videos and interactive content. Their existence challenges traditional concepts of idol culture by offering a fully virtual alternative.
Plave
PLAVE is an emerging virtual group gaining traction in the K-pop scene. The animated members even interact via social media.
Fe:Verse
This virtual K-pop group has been recognised for their innovative approach to music and performance, utilising advanced AI to create unique musical experiences.
Syndi8
Introduced by Supertone, Syndi8 is a virtual group that leverages AI technology to produce music and performances. It was put together by Supertone, a Hybe affiliate. The band showcases the potential of AI in generating new forms of entertainment within the K-pop industry.
The emergence of virtual K-pop bands has pushed the boundaries between real and virtual entertainment. These AI-created groups challenge traditional notions of idol fandom, offering performances and interactions that are meticulously crafted to cater to fan preferences. While some fans embrace this innovation, others express concern over the potential erosion of genuine human connection in Korean entertainment.
Also read: AI-generated musicians and human artists share the stage in Hong Kong artist GayBird’s upcoming show
The problem with AI
While AI offers numerous benefits, including efficiency in content creation and personalised fan experiences, it also presents challenges. As with other industries that are adopting this technology, there's the matter of ethics and humanity. The potential for AI to replicate human creativity prompts questions about authorship and the value of human artistry. Moreover, there is a concern that overreliance on AI could lead to homogenisation in entertainment, where content becomes formulaic and lacks the unique touch that human creators bring.
The advent of AI-generated idols and music prompts a reevaluation of what it means to be an artist. As AI entities become more prevalent, distinguishing between human and machine-created content may become increasingly difficult, challenging audiences to rethink their perceptions of authenticity and emotional connection in entertainment.
But at this point, AI may be unstoppable. As the technology continues to evolve, its role in Korean entertainment will likely expand, offering new forms of storytelling, interactive experiences and audience engagement. However, the balance between technological innovation and the preservation of human creativity will be crucial in shaping the future landscape of entertainment, Korean or otherwise.
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