TLDR: K-pop soloist Jeon Somi’s new digital single teaser for ‘EXTRA’ has ignited controversy among fans, who allege the use of deepfake and artificial intelligence technology. The teaser, released in late June 2025, has drawn criticism for making Somi’s appearance seem ‘artificial’ or ‘unreal,’ prompting debates over authenticity, ethics, and the environmental impact of AI in the K-pop industry. Her agency, THEBLACKLABEL, has yet to issue a clear statement, only describing it as a ‘visual experiment.’
K-pop sensation Jeon Somi is once again at the center of a heated debate, this time concerning the promotional material for her upcoming digital single, ‘EXTRA.’ A new teaser, unveiled between June 26 and June 29, 2025, has sparked widespread criticism from fans who claim it heavily utilizes deepfake and artificial intelligence (AI) technology.
Fans quickly took to social media platforms like Reddit and Twitter, pointing out that Somi’s facial expressions in the teaser appeared ‘artificial or lifeless,’ with many describing her look as ‘unreal’ or ‘eerie.’ Allegations of deepfake and AI image synthesis rapidly spread, suggesting that her features had been digitally manipulated rather than captured through traditional filming methods. The sentiment was encapsulated by the trending phrase, ‘We Want the Real Somi,’ reflecting a growing concern among her fanbase.
The controversy extends beyond mere aesthetics, delving into ethical and environmental considerations. Critics have voiced concerns about the authenticity of the content, arguing that the use of AI undermines Somi’s identity as a performer and the perceived ‘realness’ that K-pop is often celebrated for. Some fans also cited environmental and moral concerns associated with the creation of AI-generated content, suggesting that the agency could have opted for alternative formats.
This is not the first time Somi’s ‘EXTRA’ comeback has faced public scrutiny. Earlier, lyric teasers for the song drew criticism for the alleged use of AAVE (African American Vernacular English), adding to the pre-release controversies surrounding the digital single.
In response to the deepfake allegations, THEBLACKLABEL, Somi’s agency, has maintained a largely ambiguous stance. While no official statement has been released, a company representative briefly commented that the teaser was ‘part of a visual experiment.’ This lack of a clear denial or confirmation has led some observers to speculate whether the controversy itself might be an intentional viral marketing strategy.
Fan reactions have been mixed but largely critical of the alleged AI use. Comments from the online community include pointed remarks such as, ‘maybe if your ass stopped using ai you wouldn’t be flopping this hard,’ and a more measured, ‘excited for the single but using ai was not a good idea.’
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The incident with Somi’s teaser highlights a broader discussion within the K-pop industry regarding the integration of advanced technology. While deepfake offers entertainment companies efficiency, reducing production costs and enabling quick, high-quality visuals, it simultaneously raises significant ethical questions. These include concerns over artist consent, transparency with fans, and the potential erosion of the intimate connection between idols and their fanbase. The debate centers on finding a balance between innovation and maintaining the authenticity that underpins the K-pop phenomenon.
