LG Uplus will be supplying content created with generative AI to SM Entertainment's first virtual act.

On August 29 KST, LG Uplus signed a business agreement with SM Entertainment at SM's headquarters in Seongsu-dong, Seoul. According to the company, the collaboration agreement is for developing content based on generative AI.

Under this agreement, LG Uplus will use its self-developed generative AI, ixi-GEN, to produce content for SM's first virtual artist, Nævis. The AI-generated images and videos will be used to create music videos, shorts, merchandise, and more, which will be introduced to K-pop fans worldwide. With this, SM Entertainment hopes to take the lead in combining AI with virtual artists to pioneer a new cultural genre.

LG Uplus expects that the new collaboration with have a positive impact on ixi-GEN's marketing and branding. The company has been advancing their 'ixi Production' project since the beginning of the year, aiming to innovate all aspects of marketing with AI at its core.

In regards to the business agreement, Jung Soo Hun, Vice President of LG Uplus' Consumer Division, stated, "The collaboration with SM, a leading domestic entertainment agency, is expected to not only provide a new digital experience for global K-pop fans but also create significant synergy in marketing and branding."

Meanwhile, Naevis is set to make her debut on September 10 with her first single "Done."