SM Entertainment and LG Uplus have joined forces in a strategic partnership to collaborate on AI-driven content creation and joint branding efforts for Naevis, SM's first virtual artist. The collaboration will leverage LG Uplus's generative AI technology, ixi-GEN, to produce a wide range of content for Naevis, such as music videos, short visual clips, and concept images. Naevis, originally introduced in aespa's digital universe, Kwangya, is set to make her solo debut this month, and LG Uplus has been showcasing a video titled "The Birth of Naevis" on its IPTV service, U+TV's Dolby-dedicated channel, since August 23. Tak Young-jun, SM co-CEO, emphasized the significance of the partnership, describing it as a milestone in achieving future-oriented content and technological innovation through creative synergy. Meanwhile, Jung Soo-heon, vice president of LG Uplus' Consumer Division, highlighted the goal of providing new and enjoyable experiences for customers through digital innovation and expressed excitement about offering new digital experiences to both domestic customers and global K-pop fans. Naevis, scheduled to debut on September 10, will feature hyper-realistic visual effects and adapt to various forms, including 2D and 3D, tailored to different platforms. Additionally, SM plans to expand Naevis' intellectual property into music, webtoons, games, merchandise, and brand collaborations using AI voice technology and generative AI.