LE SSERAFIM are currently releasing teasers for their upcoming Japanese release, but the promotional materials have already sparked huge backlash from international fans.
The group is set to release its fourth Japanese single, “DIFFERENT,” on June 24. As part of their pre-release promotional campaign, Source Music has released teaser images and short videos hinting at the new tracks. While many were excited about the announcement, some of the teaser materials — particularly the “Track Samplers” — have left fans upset, sparking a wave of backlash online.
LE SSERAFIM JP 4th SG ‘DIFFERENT’
CONCEPT PHOTO – NOSTALGIC YLANG2025. 6. 24#LE_SSERAFIM #르세라핌#LE_SSERAFIM_DIFFERENT pic.twitter.com/pyrON883nO
— LE SSERAFIM JP (@le_sserafim_jp) May 15, 2025
The video, which showcases various objects inside a fridge, quickly gained attention for what appears to be the use of generative AI. The items shown are oddly shaped and difficult to identify, leading fans to speculate that the images may not have been created by a human artist.
LE SSERAFIM JP 4th SG ‘DIFFERENT’
TRACK SAMPLER Ahttps://t.co/fmIcjbJwEx2025. 6. 24#LE_SSERAFIM #르세라핌#LE_SSERAFIM_DIFFERENT pic.twitter.com/aiUU3aSzRk
— LE SSERAFIM JP (@le_sserafim_jp) May 25, 2025
A similar art style is noted in another track sampler video as well.
LE SSERAFIM JP 4th SG ‘DIFFERENT’
TRACK SAMPLER Bhttps://t.co/188FLsapfu2025. 6. 24#LE_SSERAFIM #르세라핌#LE_SSERAFIM_DIFFERENT pic.twitter.com/RWTnQli76U
— LE SSERAFIM JP (@le_sserafim_jp) May 25, 2025
While the use of AI in the teaser has not been officially confirmed, many believe it is yet another example of how K-Pop companies are increasingly relying on artificial intelligence to cut production costs.
when will the AI shit stop in kpop https://t.co/RoxUyqZRfS
— 🪼B🐝 🐈⬛ (@PolariSuA_) May 27, 2025
you’re all getting too comfortable with ai! https://t.co/XKMhcIKaEr
— あいりーん🫧 (@rnbbdz) May 25, 2025
This growing trend has been met with concern by fans, who argue that the use of generative AI in music promotions undermines the value of real human artistry. Many see it as a shortcut that pushes actual designers, illustrators, and CGI professionals out of work, replacing thoughtful craftsmanship with soulless, machine-generated visuals.
no one calling out the clear usage of ai.. if you care to argue, please identify the items on the bottom shelf 💔 https://t.co/jb63OSvVyf
— cae ꕤ (@ablume_me) May 26, 2025
Beyond the artistic implications, there are also environmental and ethical concerns. Generative AI tools often require vast computational resources, contributing to high energy consumption. Fans have voiced frustration over companies with massive budgets choosing to use AI instead of hiring experienced professionals, which they say results in lower-quality content and damages the creative integrity of the industry.
please @SOURCEMUSIC, don’t work with artists who use generative ai as a part of their work. it is harmful to artists and the environment. cutting corners like this leads to a sloppy and unappealing final product, even if it is just elements for the background. https://t.co/NClTqhxzaw
— rach (@lsfyun) May 26, 2025
LE SSERAFIM and their agency, Source Music, have not commented on whether AI was used in the making of the teasers or not.