Shift Up's action game arrived in April 2024 to immediate commercial success, though the studio has faced ongoing scrutiny around its use of AI technology. Following backlash over an AI-generated music video used to promote the title, studio leadership acknowledged the criticism while defending the role of AI in contemporary game development. The company indicated it takes player concerns seriously, though suggested the technology's influence on the industry remains substantial going forward.
via GamesRadar+
Fans previously criticized the studio for releasing an AI-generated music video promoting the game