K-Pop Enters the Age of Artificial Intelligence

The Digital Transformation of Idol Culture

Artificial intelligence has firmly established itself as a fundamental component of the K-pop industry. Major entertainment agencies are no longer viewing the technology as a futuristic experiment but as a necessary evolution for music production, artist development, and fan engagement. This shift comes three years after the global commercialization of generative AI accelerated, forcing an industry known for high-gloss perfection to adapt to a new digital reality. The response from South Korea’s entertainment giants has been swift, ranging from virtual pop groups with computer-generated vocals to humanoid robots capable of performing complex choreography on stage.

The integration of AI into K-pop reflects a broader national strategy. South Korea is aggressively investing in digital infrastructure, including a commitment to secure 260,000 GPUs to support what industry leaders call “Sovereign AI.” This massive computational foundation allows local companies to develop proprietary models rather than relying solely on foreign technology. As a result, the K-pop industry is leveraging these resources to overcome physical limitations, reduce production costs, and create new forms of entertainment that blend human creativity with machine efficiency. The transformation has birthed the term “Enter-Tech,” a fusion of entertainment and technology that is rapidly becoming the standard business model for major agencies.

Hybe and the Strategic Shift to Enter-Tech

Among the industry’s “Big Four” agencies, Hybe has positioned itself as the most aggressive technical innovator. The company formally adopted the “Enter-Tech” moniker under the leadership of Chair Bang Si-hyuk, who views AI as essential for the industry’s long-term survival. Hybe acquired a majority stake in Supertone, an AI audio startup, in early 2023. This acquisition provided the company with advanced tools for voice synthesis and sound design, which were quickly put to use.

A landmark demonstration of this technology was “Masquerade,” the debut single of Midnatt, an alter ego of artist Lee Hyun. The track utilized AI to correct pronunciation and intonation in six languages, including Korean, English, Japanese, and Spanish. This allowed for a simultaneous global release with near-native vocal quality without requiring the artist to record separate versions for each market. The AI even modified Lee’s voice timbre to perform a female section while retaining his tonal identity.

Hybe expanded its virtual portfolio in June 2024 with the debut of Syndi8. This group consists of four members, Canary, Next, Goyo, and Raven, whose vocals are entirely generated by AI. The group exists within a fictional universe called Nansy Land, where voice acts as a source of power. Co-producers Deja and Han stated that the project was inspired by a passion for technology, aiming to connect with global fans through a fantasy-driven worldview.

I don’t know how long human artists can be the only ones to satisfy human needs and human tastes. That’s becoming a key factor in my operation and a strategy for Hybe.

Bang Si-hyuk made these remarks in an interview with Billboard, emphasizing that technological innovation is crucial to overcoming the physical limits of human artists. He has also publicly called for a social consensus on the ethical use of AI, urging society to engage with the technology rather than reject it. Kyogu Lee, founder and CEO of Supertone, echoed this sentiment at the “Brainstorm AI Singapore” conference, arguing that AI expands creative possibilities rather than replacing artists.

SM Entertainment and the Metaverse Narrative

While Hybe focused on technical acquisition, SM Entertainment pursued a conceptual and narrative approach to AI adoption. Founder Lee Soo-man articulated a vision for “a world of robots and avatars” as early as the 2010s. This philosophy materialized in 2020 with the debut of the girl group Aespa. The group’s concept centers on four human members and their corresponding AI avatars, known as “ae,” existing within a metaverse narrative. This storytelling approach embedded artificial intelligence directly into the group’s identity and lore.

SM’s strategy extends beyond music videos into the broader ecosystem of content creation. The company has explored how AI can facilitate deeper connections between idols and fans. Lee Soo-man has urged the creative industry to increase AI adoption metrics, arguing that generative AI can inject new energy into the entertainment space. He believes AI and chatbot technologies are revolutionizing communication speed between creators and consumers. However, Lee also acknowledges the challenges, particularly regarding copyright infringement and economic loss for creators. To address these risks, he advocates for the integration of blockchain technology to protect intellectual property rights through unified smart contract systems for content royalties and license management.

The government’s support for such initiatives provides a conducive environment for these experiments. With the Ministry of SMEs and Startups actively collaborating with tech giants like NVIDIA, there is a concerted effort to build a sovereign AI foundation. This support allows companies like SM to take creative risks, knowing that the broader technological infrastructure is being modernized to support high-bandwidth, AI-intensive applications.

JYP and YG Navigate the Digital Transition

JYP Entertainment entered the AI race later than its competitors but has recently signaled a serious commitment. In December 2024, the company rebranded its subsidiary JYP360 to Blue Garage, positioning AI and platform technology as central to its business expansion. By September 2025, JYP officially announced plans to develop its own AI artists and began large-scale recruitment drives to secure the necessary talent. While tangible products have yet to emerge from this reorganization, the structural changes indicate a clear pivot toward digital integration.

YG Entertainment has adopted a more conservative and partnership-driven strategy. Rather than investing heavily in in-house AI development, YG utilizes its subsidiary, YG Plus, to handle distribution for established tech-driven intellectual property. A prime example is Plave, a highly successful virtual idol group. By partnering with Vlast, the startup behind Plave, YG gains commercial access to the virtual idol market and valuable data insights without assuming the direct technological risks associated with development.

This cautious approach mirrors the sentiment of many Korean firms. A survey by the Ministry of Trade, Industry and Energy found that while 37.1 percent of Korean companies use AI, many cite a shortage of skilled personnel and high investment costs as major obstacles. YG’s model allows it to participate in the AI boom while mitigating these specific barriers. This strategy reflects a pragmatic understanding that not every agency needs to build the technology, but every agency needs to utilize it.

Plave and the Commercial Success of Virtual Idols

Plave stands as a defining example of the commercial viability of virtual idols. Debuting in March 2023, the group combines human performance with cutting-edge technology. Real performers wear motion capture suits that translate their movements into live 3D characters. AI then refines these movements, particularly facial expressions, to bridge the “uncanny valley” that often makes digital characters look eerie or lifeless.

The results have been impressive by traditional K-pop standards. In March 2024, Plave became the first virtual idol group to win first place on a local music show, MBC’s “Show! Music Core.” Their second EP, “Asterum: 134-1,” topped Melon’s “Hot 100” and “Top 100” charts while selling over 560,000 copies in its first week. The group has also proven capable of drawing crowds for live events. They sold out a fan concert at Olympic Hall in April 2024, followed by two encore concerts at Gocheok Sky Dome that attracted 40,000 fans. Less than two years after their debut, Plave performed at KSPO Dome, a venue widely regarded as a dream stage for Korean artists, and launched their first Asia tour.

This success demonstrates that fans are willing to invest emotionally and financially in artists who do not exist in the physical world. It validates the hypothesis that the quality of the performance and the strength of the narrative can outweigh the physical absence of the idol. The model employed by Plave, blending human artistry with digital enhancement, offers a middle path between fully human groups and entirely AI-generated entities.

Beyond the Screen: The Rise of Robot Idols

While virtual idols dominate screens, Galaxy Corporation is pushing AI into the physical world. Home to K-pop icon G-Dragon, Galaxy Corporation has positioned itself as a metaverse avatar company with a focus on humanoid robotics. The company is developing robots designed to perform on real stages, interact with fans at events, and exist outside the confines of a monitor.

At the “ComeUp 2025” startup conference in Seoul, Galaxy Corporation CEO Choi Yong-ho unveiled the company’s roadmap. A humanoid robot performed a choreographed dance to G-Dragon’s hit song “Power” onstage, offering a glimpse of this potential future. Choi forecasts an era where real idols, virtual idols, and robot idols coexist within a hyper-converged entertainment ecosystem. He believes the current achievements represent only a fraction of what is possible.

We’re only at 1 or 10 percent of what’s possible. We’ll continue challenging what once seemed impossible to create a new future.

This physical integration of AI represents the next frontier. Unlike virtual avatars, robot idols can physically occupy space, shake hands, and perform stunts that might be dangerous for humans. While the technology is still in its infancy, the ambition to create autonomous performers highlights the industry’s drive to transcend biological constraints. This development is supported by broader advancements in robotics and manufacturing within South Korea, where conglomerates like Hyundai and Samsung are heavily investing in physical AI technologies.

Enhancing Fandom through AI Technology

The influence of AI extends beyond the creation of idols to the management of fan interaction. Startups like BIGC are developing specialized tools to bridge the gap between artists and global audiences. BIGC operates an “all-in-one digital venue” platform and recently launched BIGC AI+, the first AI agent specifically designed for the entertainment industry. This service leverages three years of operational data to offer features like real-time multilingual subtitling and content moderation.

For example, the “AI Caption” feature automatically translates artist speech into subtitles in 12 languages during live streams. Another feature, the “Artist Protector,” detects and corrects offensive language in fan-artist chats, maintaining a positive environment. Jungwoo Kim, CTO of BIGC, explained that AI is not just about automation but a means to deepen the emotional connection between fans and artists. The company plans to integrate this technology into fan games and global commerce services to create a new paradigm for content export.

These tools address the logistical challenges of a global fanbase. Language barriers and time zones often hinder real-time interaction, but AI agents can provide instantaneous responses and translations, making the fan experience feel more intimate and immediate. As the industry becomes more global, the ability to manage millions of interactions simultaneously through AI will become a competitive necessity rather than a luxury.

Copyright Challenges and Blockchain Solutions

Despite the enthusiasm, the rapid adoption of AI brings significant legal and ethical challenges. The ease with which AI can replicate voices and generate images raises concerns about copyright infringement and deepfakes. Lee Soo-man has warned that AI puts creators at a distinct economic disadvantage, as AI firms often profit from the intellectual property of artists without proper compensation. The risk of data leaks and misinformation also looms large.

To mitigate these risks, industry leaders are looking toward blockchain technology. By creating an immutable ledger of ownership and transactions, blockchain could ensure that artists and writers receive royalties whenever their work is used to train or generate AI content. Lee has called for the establishment of global minimum operating standards for smart-contract systems related to content royalties. This would create a transparent framework where AI companies and creators can collaborate fairly.

The government is also aware of these issues. The Bank of Korea has noted that AI adoption is reshaping the labor market, potentially displacing younger workers while creating opportunities for those with management skills. This societal shift requires a balanced regulatory approach that protects workers and artists while fostering innovation. As K-pop continues to export its culture worldwide, the legal frameworks established in South Korea may well set a precedent for the global entertainment industry.

Key Points

• Major K-pop agencies like Hybe, SM, JYP, and YG are integrating AI into music production, artist development, and fan engagement.
• Hybe acquired Supertone to create AI-generated vocals for artists like Midnatt and launched the fully virtual group Syndi8.
• SM Entertainment pioneered the conceptual use of AI with the group Aespa and their AI avatars, known as “ae.”
• Plave, a virtual idol group using motion capture and AI, achieved commercial success with music show wins and high album sales.
• Galaxy Corporation is developing humanoid robot idols, showcasing a physical robot dancing to G-Dragon’s music.
• Startups like BIGC are launching AI agents to handle real-time translation and moderation for global fan communities.
• Industry leaders advocate for blockchain integration to protect copyright and ensure fair compensation for creators.