AI will drive the future of K-pop’s first prosumers

South Korea – K-pop pioneer Lee Soo-man has positioned artificial intelligence not as a threat, but as the engine of K-pop’s next global chapter. Speaking at the JoongAng 60th Anniversary Global Media Conference in Seoul, the founder of SM Entertainment and A2O Entertainment said, ‘AI will not replace us; instead, it will collaborate with us, coexist with us as partners.’ 

Lee, who coined the term ‘culture technology’ to describe K-pop’s structured idol production system, sees the future of music being shaped by a hybrid of celebrities and AI. His vision, dubbed Zalpha pop, targets Gen Z and Alpha generations, with content becoming the new language of global communication. 

He described a future where fans become prosumers – consumer and producer – to co-create content in a decentralised cultural ecosystem. A2O’s collaboration with 4DV to create Infinite Studio, a tool which enables fans to generate music video variations, offers a glimpse of this model in action. 

‘Korea should now become the global hub for producers, going beyond fostering artists to shaping the next civilisation,’ Lee said.

This reflects insights from our new Parasocial Relationships in 2030 report, which explores how AI is reshaping fandom through virtual influencers and personalised AI companions.