BLACKPINK’s latest music video for “JUMP” dropped on July 11, and it caused an Internet explosion! Not only because it marked the group’s highly anticipated comeback, but also for its potential use of AI. Some viewers were quick to notice that something felt off, starting from the lack of choreography to visuals that felt rushed for some fans. Things got even messier when Internet users began speculating that generative AI had been used to create parts of the video, especially in parts that looked to be relying on this technology way too much. Others blamed the directing team, which was different from the one BLACKPINK usually works with.
everybody who said this is ai is real silent now https://t.co/ByjxAe6U16
— 🎀 (@jisooswar) July 16, 2025
Arguments became more confusing by July 25, 2025, when behind-the-scenes footage from the music video was posted. On one hand, the photos captured real sets, props, and live filming, seemingly proving that AI wasn’t involved in the creation of “JUMP.” On the other hand, some remain unconvinced and stick to their AI suspicions, as some music video moments remain unnatural for a portion of the viewers.
Meanwhile, BLACKPINK has put all their focus on their reunion Deadline World Tour, which kicked off on July 5 at the Goyang Stadium in Seoul, South Korea. The group will be touring North America, Europe, and Asia throughout the rest of 2025 and early 2026.
What’s your take? Do you really think AI was used on BLACKPINK’s latest music video?
