It was heartbreaking for ARMYs.
Koreaboo
54 minutes ago
BTS Suga‘s recent video advert, amid the other members’ involvement for a collaboration, has sparked major anger among fans.
Suga | @agustd/Instagram
BTS has come under criticism for their collaboration with Google‘s AI Gemini.
BTS’s New Advert Triggers Huge Criticism
Google recently released solo ads for the BTS members and Suga’s showed him using AI to translate Korean lyrics into English.
#BTS for Google Gemini — #SUGA
“Music has no language barriers. 🎹 Look how SUGA keeps the conversation flowing with Gemini.”
(https://t.co/yTMT9CpIoX) #BTSxGoogleGemini pic.twitter.com/CIRwfiXMcn
— BTS Updates, News & Charts⁷ (@_BTSMoments) August 18, 2026
While all of the solo adverts sparked backlash, Suga’s use of AI for translating hit home for ARMYs as many had learned Korean to translate content for fans, using their hard work. Many thought that Suga’s use of AI for translation seemed like a “slap in the face” to fans who had studied for BTS to showcase their love and share it with others worldwide.
This fandom was built on the hard work and dedication of individual fans that painstakingly and lovingly translated almost every piece of content BTS has put out. Lyrics, lives, posts. This is heartbreaking. https://t.co/larwYcYn5B
— alex heard ddaeng live (@seokjinahluvbot) August 18, 2026
im so sorry to all our translators https://t.co/7GkEqxUYcg
— rey⁷𓏲 ๋࣭ ˖ଳ.˚𓇼 (@faerieneul) August 18, 2026
The sheer amt of ppl in the fandom that busted their ass to learn Hangul & spend their free time translating bc hybe themselves have has never prioritized non-korean-speakers & now even gatekeeps live translations behind a paywall. What a slap to the face. https://t.co/Rsb4WZSXkY
— hunnybee 🍉 (@narussmoonchild) August 18, 2026
it’s wild that all these ads want to imply they use their product (AI) for tasks that REAL PEOPLE do for them already like you have a translator!!!!#ARMYsAgainstAI https://t.co/kaavpG4EVH
— cafe young forever (@supatunajin) August 18, 2026