Generative artificial intelligence (AI) is increasingly becoming prominent in the content industry. Previously serving as an 'invisible tool' for tasks like translation, concept image creation, and programming, AI is now being showcased in games, videos, and advertisements that consumers directly engage with. The trend is shifting towards openly acknowledging AI's role in content creation.
According to industry reports, the number of games on the global gaming platform Steam that disclosed the use of AI surged from about 1,000 two years ago to over 8,000 in the first half of last year. Approximately 20% of new releases last year revealed their use of AI, indicating that generative AI is rapidly spreading not only in game development but also in final content.
Market research firm Brand View Research predicts that the global generative AI content creation market will continue to grow at over 30% annually, potentially reaching tens of trillions of won by 2030. This suggests that the market is transitioning from simple experimentation to forming a new industry.
“We Created It with AI” – Generative AI Takes Center Stage in Content
Shift Up unveiled the music video for 'Wanna Be in Love,' part of the soundtrack for 'Stella Blade: Blood Rain,' on July 31. The video primarily features visuals created by generative AI based on characters designed by the company's artists. This content aims to introduce game characters and their universe to users, marking a departure from traditional practices in the gaming industry by prominently featuring AI-generated results.
Historically, game companies have primarily utilized AI internally to enhance development efficiency through tasks like concept image creation, translation, programming, and meeting material preparation. Nexon Games is also focusing on improving workflow and efficiency within its organization, aiming to build new development processes that go beyond merely adding AI to existing tasks.
For smaller development studios with limited resources, the adoption of generative AI can help achieve productivity levels comparable to larger companies. According to the gaming industry, incorporating AI into concept art and video asset production can reduce initial production time by over 50%.
Shift Up's initiative aligns with CEO Kim Hyung-tae's philosophy on AI utilization. Earlier this year, at a national economic growth strategy briefing, he noted that Chinese game companies often deploy 1,000 to 2,000 personnel on a single project, stating, “It will be difficult to compete with absolute manpower, and in the future, AI capabilities will determine industry competitiveness.” This project is seen as an extension of his strategy to actively incorporate AI throughout the production process.
Reactions from users have been mixed, with some pointing out that the video’s movements appear somewhat unnatural. However, industry experts view this case as significant because it represents a shift from AI being an 'invisible production tool' to becoming 'content consumed directly by users.'
Beyond Using AI – The Focus is on How It’s Used
The trend of prominently featuring AI is not limited to gaming. It is also being actively utilized in broadcasting and video production.
A notable example is the SBS drama 'Kim Manager.' In the second episode, a scene featuring a car chase and gunfight, along with a bridge collapse, was entirely produced using generative AI. While viewers initially focused on the actors' actions and direction, it was later revealed that the footage was AI-generated, sparking considerable discussion.
CJ ENM is also applying AI throughout the content creation process, including commercializing AI-based virtual product placement (VPPL). Unlike traditional product placement, VPPL allows for the natural insertion or replacement of products even after filming is completed, enabling advertisers to decide on execution post-shooting and allowing producers to reflect new advertisements without reshoots. The virtual production stage at CJ ENM's studio center in Paju utilizes LED screen technology to reduce costs and time in film, drama, and advertisement production.
However, not all AI-driven content has received positive feedback.
Pearl Abyss faced scrutiny earlier this year when users speculated that some character assets in the game 'Crimson Desert' utilized generative AI for finger representations. The company apologized and committed to a comprehensive investigation of all assets, acknowledging shortcomings in quality control. Users expressed concerns not about the use of AI itself but about the quality of the results and the inspection process.
Debates surrounding generative AI content are particularly active in Western gaming markets, where games produced en masse with insufficient creativity are labeled 'Game Slop' and criticized. Industry experts believe that the quality and creativity of the output, as well as the transparency of AI usage, will significantly influence user trust.
Looking ahead, the use of generative AI is expected to increase across various content creation sectors, including advertising, music videos, game cutscenes, and post-production for dramas. However, the focus will shift from whether AI was used to how effectively it was implemented and how transparently this is communicated to users, which will ultimately determine content competitiveness.
* This article has been translated by AI.
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