BTS has come under major backlash after controversy was incited through the group’s recent brand collaboration.
AI is extremely divisive, and while the usage has increased, so have concerns for the impact. Idols have also sparked controversy for their takes and use of AI, and the BTS members are no exception.
Amid ongoing criticism of AI, BTS recently released a collaboration with Google Gemini, the company’s AI assistant.
BTS X GOOGLE GEMINI
BTS FOR GOOGLE GEMINI #BTSxGoogleGemini pic.twitter.com/4UQiJjPFfS
— BTS Daily Chile⁷ (@BTSDailyChile) August 6, 2026
On social media, many hit back at BTS working with the AI system.
In particular, on social media, netizens hated that BTS was working with AI, especially considering the impact on the environment and how dangerous it can and has been in general, especially when it comes to idols and deepfakes.Many shared that they couldn’t support the collaboration and would not be sharing or interacting with the content.
that ai collab is not it… absolutely NO need for that. why???
— emma⁷ saw ltb & pied piper (@justonesea) August 6, 2026
bts promoting gemini in the big year of 2026 when we know the impact ai has on the environment is just embarrassing
— lea⁷ | heated rivalry enjoyer (@btslgbtwarriors) August 6, 2026
a bit of a reminder that refusing to engage with a generative ai partnership does not make anyone less of an army. supporting bts does not mean endorsing every company or technology attached to their name or abandoning your own principles to prove loyalty
— baloney (@jwanbro) August 6, 2026
Look I love bts with all my heart and I will never hate them. I just won’t be supporting this AI collaboration because I am against AI. That’s all that should be said, no more or less
— Enida⁷ saw bts ㉧㉣㉣ (@kittyyooni) August 6, 2026
anyone supporting this gemini bts collab is receiving a hard block btw. i’ll always love bts and that will never change but gen ai is so incredibly damaging to communities, the environment and much more so i will not be supporting this collab in any way
— yeehaw⁷ 𐚁 very ia!! (@lluhaw) August 6, 2026
after deleting my first tweet bc out of fear of getting dragged AGAIN, i will repeat myself: i am very disappointed in bts for collaborating with gemini ai. the negative impact generative ai has on most parts of the world are devastating and i really can’t support it at all 😞
— elly⁷ (@ji7ooki) August 6, 2026
