South Korean music industry enters ‘AI era’ with virtual idols, voice cloning and humanoid artists
Whether the industry likes it or not, artificial intelligence is already part of everyday life in K-pop.
Since the release of ChatGPT in late 2022 accelerated the commercialization of generative AI, the technology has reshaped productivity across industries – and K-pop has been no exception.
Three years later, major entertainment agencies are actively integrating AI into music production, artist development and fan engagement, responding to an increasingly AI-driven global music market. Some even revealed robot idols, signaling how far the experimentation has gone.
So how has AI entered the K-pop ecosystem so far, and where is it going next?
SM and Hybe: two paths to AI adoption
Among the “big four” K-pop agencies – Hybe, SM Entertainment, JYP Entertainment and YG Entertainment – SM was the first to articulate an AI-centric vision.
SM founder Lee Soo-man began predicting in the early 2010s that entertainment would evolve into “a world of robots and avatars”, placing AI at the heart of K-pop’s future. This vision came to fruition in 2020 with the debut of girl group Aespa, whose concept incorporated AI avatars known as “ae” and integrated artificial intelligence and the metaverse into the group’s main narrative.
While SM approached AI conceptually and narratively, Hybe progressed more quickly technically and operationally.
Starting in 2021, Hybe invested in AI audio startup Supertone, eventually acquiring a majority stake in January 2023. The same year, Hybe introduced its applied AI strategy through “Masquerade”, the debut single by Midnatt – an alter ego of Big Hit Music artist Lee Hyun.
The song made extensive use of AI for multilingual pronunciation correction and vocal design. Based on Lee’s voice data, the AI generated near-native pronunciation and intonation in six languages – Korean, English, Japanese, Chinese, Spanish and Vietnamese – enabling simultaneous global releases. The technology also transformed the timbre of Lee’s voice to perform a female vocal section while retaining her tonal identity.
Speaking at “Brainstorm AI Singapore: The Age of Intelligence” in July, Supertone founder and CEO Kyogu Lee said AI would expand creative possibilities rather than replace artists.
“Every creator and artist will be able to explore and experiment with new ideas using AI technology,” he said. “It’s an opportunity for creators.”
In June 2024, Hybe deepened its commitment by launching Syndi8, a virtual pop group whose vocals are entirely generated by AI using Supertone technology.
Comprised of four members – Canary, Next, Goyo and Raven – Syndi8 released their debut single “MVP” globally on June 27. The group operates in a fictional universe called Nansy Land, where voices are both the foundation of identity and the source of power – a narrative designed specifically around AI-generated sound.
Deja and Han, the album’s co-producers, said the project was inspired by Supertone’s passion for technology and music. “We plan to connect with fans around the world through various activities that align with Syndi8’s fantasy worldview,” they said.
Hybe’s AI ambitions extend far beyond virtual artists. Chairman Bang Si-hyuk has repeatedly touted AI as the company’s next main strategy, pushing Hybe to rebrand itself as an “Enter-Tech” company – a fusion of entertainment and technology.
In an interview with CNN in March 2023, Bang warned of a looming “K-pop crisis”, arguing that technological innovation was essential to overcoming the physical limitations of human artists and ensuring long-term sustainability.
A month later, he was even more direct in an interview with Billboard.
“I don’t know how much longer human artists can be the only ones to satisfy human needs and tastes,” Bang said. “This is becoming a key factor in my business and a strategy for Hybe.”
He also called for a broader social consensus on the ethical use of AI in creative fields, urging society to engage with the technology rather than reject it outright.
JYP and YG: cautious but calculated
JYP Entertainment entered the AI race later than its peers.
In December 2024, the company renamed its subsidiary JYP360 Blue Garage, positioning AI and platform technology at the heart of its business expansion. In September 2025, JYP officially announced plans to develop AI artists and began recruiting talent on a large scale, although tangible results have yet to be achieved.
YG Entertainment, on the other hand, has taken a more conservative approach. Rather than developing AI technology in-house, YG focused on partnerships with proven, technology-driven intellectual property. Its subsidiary YG Plus currently manages album and content distribution for Plave, one of K-pop’s most successful virtual idol groups, allowing YG to obtain business and data-driven insights without direct technological risk.
Plavé: Tthe rise of “Enter-Tech” idols
Debuting in March 2023 under virtual IP startup Vlast, Plave has become a defining example of K-pop’s “Enter-Tech” transformation.
Unlike entirely AI-generated idols, Plave uses real-time motion capture technology: human performers wear costumes that translate their movements into living 3D characters, with AI fine-tuning facial expressions and movements to overcome what’s known as the “uncanny valley.”
The approach proved commercially viable. In March 2024, Plave became the first virtual idol group to dominate a local music show, winning first place on “Show!” Music Core” from MBC. Their second EP, “Asterum: 134-1”, topped Melon’s “Hot 100” and “Top 100” charts and sold over 560,000 copies in its first week.
The group sold out a fan concert at the Olympic Hall in April, followed by two encore concerts at the Gocheok Sky Dome in October, attracting a total of 40,000 fans – an unprecedented scale for a virtual act. This year, Plave entered the KSPO Dome, widely considered the “dream stage” for Korean artists, and launched his first Asia tour less than two years after his debut.
Robot idols: AI with physical presence
If Plave represents virtual AI, Galaxy Corporation – home to K-pop icon G-Dragon – pushes AI into the physical world.
Positioning itself as a “metaverse avatar company,” Galaxy Corporation develops humanoid robot idols designed to perform on real stages, interact with fans, and exist beyond screens. Unlike virtual avatars, these robots are expected to dance, appear at fan events, and interact face-to-face with audiences.
At the “ComeUp 2025” startup conference earlier this month, Galaxy Corporation CEO Choi Yong-ho revealed the company’s roadmap, foreseeing an era where real idols, virtual idols and robot idols will coexist within a hyper-converged entertainment ecosystem. A humanoid robot performed a choreography to G-Dragon’s “Power” on stage during the event.
“We’re only 1 or 10 percent of what’s possible,” Choi said. “We will continue to challenge what once seemed impossible to create a new future.”
jaaykim@heraldcorp.com