SEVENTEEN's 'Maestro' MV teaser incorporates AI, dividing fans with controversial approach

The recent release of SEVENTEEN's MV teaser for their upcoming title track ‘Maestro’ has ignited a flurry of reactions, due to its incorporation of AI technology. Unveiled on April 25, the teaser offers a stark departure from the group's previous comeback with ‘God of Music’, presenting a darker and more intense concept.
Fans inferred from both the narration and visuals of the teaser that the ‘Maestro’ MV intends to address the integration of AI technology in art, portraying a symbolic 'battle’ between SEVENTEEN and AI.
However, a disclaimer within the video triggered controversy. It disclosed that a portion of the footage featured in the ‘Maestro’ teaser was generated using AI technology. This revelation struck a chord with many, as AI's utilization in the artistic domain has long been a subject of contention. Critics argue that AI often uses artworks without consent for its ‘training process’, raising ethical concerns about intellectual property rights.



Consequently, SEVENTEEN's decision to incorporate AI despite critiquing its usage is perceived as ‘hypocritical’ by some observers. Many suggest that the agency could have opted to hire visual effects artists to emulate AI-generated art instead. Additionally, there's a collective hope among fans that the AI usage in the teaser is limited to the production house's internal database, ensuring that human artists' creations are not exploited.


Amidst the criticism, a faction of fans comes to SEVENTEEN's defense, contending that AI integration is a reflection of the group's commentary on the limitations of technology in replicating genuine artistic expression. Meanwhile, SEVENTEEN isn't the only group facing scrutiny for AI utilization. Recently, RIIZE encountered backlash for employing AI in their ‘visualizer’ content.