H1-KEY’s return with the digital single “Unbelievable” has run into a storm before release day, as fans accuse the group’s agency of using artificial intelligence to build the music video without the members — and one member has now said publicly that she filmed nothing for it.
The music video teaser, released at midnight KST on November 12 through the group’s official social media and YouTube channels, presents the four members — Seoi, Riina, Hwiseo and Yel — as armed warriors in a sci-fi world, with Yel pulled through a mirror into another dimension and the group facing down a robot squad in pouring rain. But within hours of the teaser going up, fans began pointing out signs that the clip had been generated with AI rather than filmed, and the hashtag #No_AI_For_H1KEY began circulating, with complaints directed at the agency.
The backlash sharpened after Hwiseo addressed fans on a fan chatting platform following the teaser’s release. According to Koreaboo, she told fans she had not filmed anything for the music video, writing: “I didn’t film any scenes for the music video this time.” She added: “I’m still on my wayyy.” “That’s not me anyway.” “And it’s not my opinion either.” “I only saw it after everything had already been decided.”
Based on Hwiseo’s comments, some fans concluded that the members’ faces had been digitally added to AI-generated footage. Because the same technology is used to create deepfake images and videos, some fans said they would boycott the release altogether. The fan account H1KEYHQ posted on November 11: “We are deeply disappointed and frustrated with the refusal of @CHOILABENT to address our demands for the complete removal of AI from H1-KEY’s content. We will not be promoting the MV or any AI generated on H1KEYHQ, ever. Please continue to fight.”
Other fans were blunt in their replies. One wrote: “This stupid company is about to destroy both the environment and H1-KEY’s reputation forever. Cancel this “MV” and just upload a dance practice.” Another added: “I’m glad she’s talking about it. It’s disgusting how the company didn’t even talk to the members about it.”
The controversy lands on what was meant to be a statement comeback. “Unbelievable” is the first electronic pop song H1-KEY has attempted since their debut, and the group’s first release in about eight months, following their fifth mini album “LOVECHAPTER” in March, whose youthful title track earned them the nickname “first love idols.” Two sets of concept films and photos released between October 30 and November 10 traded the group’s sweet image for leather styling and a sharper performance concept, and leader Seoi promoted the single as a one-day weathercaster on JTBC’s morning news program “Morning&” on November 10.
The timeline shows how fast the mood turned. The comeback was announced in October, the concept films rolled out from October 30, and Seoi’s television appearance on November 10 was still building anticipation. Within a day, the conversation had flipped: Hwiseo’s messages and the fan protest both date to November 11, the teaser arrived at midnight on November 12, and the single and its full music video are due on November 13 at 6 PM KST. Fans of idol groups have increasingly pushed back against AI in creative content, but the H1-KEY case stands out because the objection comes from a member herself, not only from fans — and because it concerns the music video itself, the centerpiece of a comeback rollout, rather than a poster or a teaser image. That is why the dispute has escalated from complaints about a clip into a boycott call and a demand for the AI material to be removed entirely.
The single and its full music video are still scheduled for release on November 13 at 6 PM KST. As of publication, CHOILAB Entertainment had not issued a public statement addressing the fans’ demands. Whether the release goes ahead as planned — and whether the agency responds — will decide whether this comeback is remembered for the music or for the row around it.
