FROM CODE TO CHORDS

The rise of AI and virtual influencers in the K-pop industry

- DEBASHREE DUTTA

As I sit down to write this piece, the song “Maestro” by Seventeen lingers in my mind. It’s a fitting background score for a conversation on how the rise of artificial intelligence (AI) and virtual artists raises a complex set of ethical and philosophical dilemmas on agency, identity, and the very essence of what it means to be an artist. The lyrics of the dance R&B smash take on a new layer by probing a timely and provocative matter. The music video further explores the eerie overlap of mankind and machine, set in the shadows of a dystopian space where anything, including music and art, can be made through AI and modern technology. The song begs the question, “Who is the real Maestro?” forcing us to reckon with an all-consuming question: what is actually considered creative or original in the age of AI?

The song hits close to home, aggravating concerns around AI applications in music today. It underscores that the result is often formulaic choices that favor algorithm-friendly sounds over those with emotional depth and a human touch, once considered the essential building blocks of original content. But in an industry where many artists struggle to earn fair streaming royalties or get exposure organically, digital avatars—or virtual idols and acts—have steadily gained popularity. Among the fastest-growing industries in this sector is South Korea’s booming K-pop industry.

Major K-pop entertainment giants, including HYBE, SM Entertainment, and JYP Entertainment, are expanding their content through virtual idols. For instance, the famous girl group Aespa features human members Karina, Giselle, Winter, and Ningning, who also have their unique virtual avatars—æ-Karina, æ-Giselle, æ-Winter, and æ-Ningning. The virtual boy group Plave, a quintet including members Yejun, Noah, Bamby, Eunho, and Hamin, or more recently, Naevis, who is SM Entertainment’s first AI-powered virtual artist.