A2O Entertainment, the record label founded by SM Entertainment founder Lee Soo-man, plans to launch an AI-powered chatbot in August that enables conversations between fans and A20 artists.
The app, called Blooming Talk, will let fans talk 24/7 with Chinese girl group A2O May and other pop artists from A2O Entertainment, Korea JoongAng Daily reported Monday (July 14).
The app features two communication modes: “Human Talk” for direct messaging with artists and “AI Talk,” which offers AI-generated responses from virtual versions of the artists.
Users can engage in real-time AI voice calls across 30 languages, including English, Korean, Chinese, Japanese, and French, the report said.
Blooming Chatbot, established under Lee’s Blooming Grace company in May 2024, developed the new app with help from Seoul-based language model startup Mindlogic, which has secured KRW 7 billion (approx. USD$5 million) in funding from Lee’s venture, according to JoongAng.
The platform will initially feature A2O May, which released their debut single Under My Skin in December 2024. The service will expand to Korea, China, the US and Japan in August, the report said, without disclosing the pricing or subscription models for the service.
“The company is currently developing an ethical persona guideline that prohibits certain actions or language.”
Blooming Talk
The AI personas draw from actual artist conversations and adapt responses based on individual user preferences, the report said, citing Blooming Grace. The chatbot learns from each interaction to customize future exchanges, while a social media-style “moment” section allows artists to share photos and messages.
Blooming Talk also includes an “exclusive photo” feature that unlocks content based on user engagement, plus personalized notifications and the ability to set artist voices as morning alarms, according to the report.
Lee’s company said it will enforce strict ethical guidelines and operational policies prohibiting sexual material, inappropriate requests, and offensive language, the report said, adding that all participating artists agreed to participate under fixed contract terms.
A spokesperson from Blooming Talk told JoongAng: “The company is currently developing an ethical persona guideline that prohibits certain actions or language.”
Lee’s return to entertainment follows his dramatic departure from SM Entertainment, which he established in 1995. SM terminated its production agreement with Lee’s Like Planning company in October 2022, announcing a restructuring strategy that excluded his involvement by February 2023.
The split escalated when Kakao Entertainment acquired a significant stake in SM and partnered with the company on new projects. Lee opposed these moves through legal action, attempting to block new share issuances and convertible bonds. He subsequently sold his SM stake to competitor HYBE, triggering a control battle that ultimately saw Kakao gain operational authority over SM.
Under Lee’s leadership, SM developed the systematic training model that would become the blueprint for K-Pop idol development, launching acts such as H.O.T., Girls’ Generation, EXO, NCT, and aespa, MBW previously reported.
Reports in June last year indicated Lee’s intention to re-enter the K-Pop music industry through A2O Entertainment, with Blooming Grace securing trademark rights for the label in May, according to Korean Intellectual Property Office records cited by The Korea Herald.
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