BTS’s Latest Brand Activity Sparks Major Controversy And Backlash

BTS has come under major backlash after controversy was incited through the group’s recent brand collaboration. The members of BTS 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. BTS’s Suga Flamed For Controversial Take On Using AI For Music 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...