BTS Facing The Music For Promoting AI? — Viral Video Sparks Scathing Backlash
Despite some members of BTS previously being very vocal about their dislike of generative AI, the group recently signed a brand endorsement deal with Google to promote its Gemini AI assistant— a move that immediately invited criticism from their own fanbase.
BTS’s Latest Brand Activity Sparks Major Controversy And Backlash
Aside from this endorsement, the members have either talked about using generative AI in their personal lives or posted AI-generated content on social media, further inviting criticism.
BTS V’s Social Media Activity Sparks Backlash— BLACKPINK’s Jennie And aespa Dragged In
The growing conflicting feelings in BTS’s fanbase regarding generative AI are undeniable. And some of these fans feel that these direct and indirect endorsements have already started biting them back.
Recently, a fan posted an AI-generated video featuring Jimin, which was apparently a part of an entire fictional series created by a TikTok user. The clip revealed a cliched storyline of Jimin falling in love with a fan at a concert.
على سيرة ai لقيت مسلسل يخرع على تك كانه جيمين صدق 😭😭😭 pic.twitter.com/Td5JvPwKsR
— kiki (@Mjp_qh) September 3, 2026
While most fans found the content “cringey” and embarrassing, a large number of them also felt that BTS had opened the floodgates with their own actions, and hence, fans didn’t have any right to ask others to stop using the members’ likenesses to feed into AI.
my country just suffered the worst climate change effect that AI data centers directly contributed to. BTS can certainly handle a bit of cringe. this is their doing. https://t.co/0rTJKqv4Qr
— a (@nutkoya) September 4, 2026
I usually would be so disgusted but BTS themselves is monetizing off the use of generative AI so this is on them. https://t.co/Fkb63s45lS
— april – disappointed fan (@sopesimp13) September 3, 2026
this is so scary but if theyre happy to promote AI for a fat cheque from google then.. i guess its fair game https://t.co/5lnxg6Sf4V
— 🍉 liv⁷, *whomp whomp* (@flwrboykoo) September 4, 2026
@BTS_twt final answer do you still really wanna push through with that genai collab???? https://t.co/pzTmS9I8r9
— lulu⁷ | hoe namjun brainrot (@was_nikolikha) September 4, 2026
my only concern now is the harm this has on environment and not how they're feeding tannies to ai and ruining fan spaces because thats on bts https://t.co/J0ykQs988q
— m ♡ (@peakboytae) September 4, 2026
this is pathetic af, but if BTS is endorsing ai what can we say 🤷🏽♀️ https://t.co/aAjBwhXnvB
— BlackTheyFly (@sevenpointsstar) September 4, 2026
we’re losing water for this shit but we cant even say shit because bts been promoting AI so thats on them https://t.co/GjYLuREW91
— mel (@hyyhjeons) September 3, 2026
You can read more about BTS’s changed stance on generative AI here:
BTS’s Suga Flamed For Controversial Take On Using AI For Music
