Google has teamed up with K-pop girl group Le Sserafim to launch a global campaign promoting the use of Gemini, its latest generative AI technology.
This is the first time Google has created a music video-style campaign with a K-pop artist, blending pop culture with digital innovation to demonstrate real-world uses of Android and Gemini.
The campaign centres around the music video for Le Sserafim’s song “Come Over”, which premiered on 31 March at 12am (kst) on HYBE’s official YouTube channel.
While the video highlights the group’s usual energy and performance style, it also subtly showcases how they use Gemini features on Android smartphones in their daily routines.
Scenes include members using their cameras to interpret anagram sentences in real time, sending instant messages with built-in translation tools, and exploring detailed information about artwork just by standing in front of it.
These brief moments, which might be easy to miss, are explained in more depth in a follow-up campaign video posted on Google Play Korea’s YouTube channel.
The campaign goes beyond performance and visual appeal.
It demonstrates how AI can support everyday life — from analysing space and offering interior design suggestions to helping users identify ingredients while watching YouTube cooking videos.
In another scene, members are seen using Android phones to access furniture assembly instructions.
By simply taking a photo of the parts, Gemini helps with step-by-step guidance through visual recognition and contextual AI support.
This collaboration represents a new kind of campaign for Google.
It’s the first time the tech giant has blended a music video with product demonstration, using pop culture to bring its technology closer to everyday users.
Shin Kyung-ja, Senior Director of Marketing APAC Platforms & Devices & Korea Country Marketing, said,
“This global campaign with Le Sserafim is a great example of the successful fusion between K-pop culture, enjoyed worldwide, and technologies like Android and Gemini. Beyond showcasing functions, we hope the campaign becomes a chance for users to discover how Gemini can enrich their everyday lives through the engaging content created with Le Sserafim.”
Rather than a traditional product demo, the campaign relies on storytelling through pop culture — aiming to show, not tell, how AI can become a part of daily digital routines.
By integrating Google’s AI into relatable situations in the music video, the campaign offers a glimpse into how Gemini might assist users in a variety of everyday moments.
The campaign’s music and visual content have attracted global attention, not just from tech fans, but also from K-pop followers curious to see how technology is being folded into entertainment.
This could pave the way for more collaborations between the tech industry and popular K-pop groups in future promotional campaigns.
We may soon see major acts like BTS, Twice, Blackpink, Seventeen, and other top groups integrating cutting-edge technology into their projects, creating exciting opportunities for both music and tech brands.
Who would you like to see next in a tech-driven K-pop collaboration?
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