South Korea’s LG Uplus Corp. and SM Entertainment Co. have unveiled a new partnership focused on creating digital content with generative artificial intelligence (AI). The collaboration, formalized through a business agreement signed on August 29, will see LG Uplus employ its proprietary AI technology, ixi-GEN, to develop a range of content such as music videos, short-form clips, and merchandise for SM Entertainment’s virtual artist, Nævis.
Combining SM Entertainment’s creative expertise with LG Uplus’ advanced AI capabilities, the two companies plan to deliver diverse digital experiences to fans, starting with new AI-generated content for Nævis.
Nævis, a virtual artist created with AI technology, is scheduled to debut on September 10, 2024. Unlike traditional K-pop idols, AI generates Nævis entirely, featuring a voice and visuals crafted using LG Uplus’s ixi-GEN technology.
Initially introduced in the digital universe of Aespa, another SM Entertainment act, Nævis, has appeared in the group’s content, such as their track “Welcome to My World” and their concert last June. Her debut will showcase a range of content, from music videos and short visual clips to concept photos, webtoons, games, and merchandise.
The partnership centers around LG Uplus’s generative AI, ixi-GEN, which was introduced earlier this year as part of the ixi Production project. This AI technology is crafted to produce highly realistic visual effects and versatile digital content across both 2D and 3D formats. Through the use of ixi-GEN, the two companies aim to provide innovative digital experiences that connect K-pop fans globally, creating a new cultural genre that merges AI with entertainment.
LG Uplus recently expanded its content creation efforts by launching a variety show, “Boss Riize,” featuring another SM Entertainment artist, Riize. The collaboration with SM Entertainment is expected to bring additional opportunities for branding and marketing by utilizing diverse content generated by ixi-GEN.
According to Tak Young-jun, co-CEO of SM Entertainment, the collaboration with LG Uplus is a crucial milestone in the evolution of future-oriented content. He emphasized that this partnership goes beyond a simple business alliance, with the potential for creative synergy between advanced AI technology and entertainment to drive innovation in the K-pop industry.
Additionally, LG Uplus plans to utilize its AI technology, ixi-GEN, beyond content creation for Nævis. The project includes developing advertisements and deploying AI-powered chatbots on platforms like Instagram, enhancing digital interactions with fans. The goal is to offer innovative and engaging experiences that appeal to domestic customers and the global K-pop audience.
Looking ahead, SM Entertainment plans to expand the universe of Nævis across multiple platforms, utilizing AI technology to showcase the character in music, online comics, and games.
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