From dating simulators to co-producers: AI moves to center stage in K-entertainment

In the Korean television and content industry, artificial intelligence (AI) is rapidly becoming a key player, extending from technical background processing to front-of-camera narrative devices. This shift is particularly noticeable in non-scripted entertainment, where traditional human relationships were once at the heart of viewer engagement.

An example of this trend can be seen in SBS' reality show "My AI Partner – Strange Romance." In a recent episode, the show featured both humans and digital avatars together on a double date. During the episode, webtoon artist Kian84 introduced his AI partner, Na-hee, to his friend Ji Ye-eun. Kian84 casually referred to the digital persona as "honey."

Despite the synthetic nature of Na-hee, Ji expressed skepticism and remarked that it seemed difficult to date an AI. She shared that her feelings for him were genuine and real love. Kian84, however, defended his digital companion, stating that there is a sense of security that a human simply cannot provide. Despite this, he admitted to a complex inner conflict, feeling that Na-hee was becoming more human while he simultaneously felt like he was becoming less human.