BTS turns Google Gemini into an AI playground for ARMY

Google Gemini has teamed up with BTS to roll out a series of interactive experiences that bring the K-pop group's fandom into its AI app.

Available globally for a limited time in select languages, the collaboration introduces four BTS-themed features within the Gemini app, spanning music discovery, language learning, tour updates and prompts inspired by how the group's members use the AI assistant.

The partnership is being supported by a new film titled "BTS & Gemini | It starts with you", featuring RM, JIN, SUGA, j-hope, JIMIN, V and Jung Kook. The film shows the members using Gemini across everyday scenarios, including planning travel, exploring new hobbies and navigating language and cultural differences.

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At the heart of the collaboration is an interactive experience that lets fans discover real-world prompts from individual BTS members and the interests they are exploring through Gemini. These range from RM using the platform to explore culture while travelling to Jung Kook tapping it around his interest in bikes.

Fans can also play "Guess the BTS song", an emoji-based quiz powered by Gemini that recommends BTS tracks based on different moods before challenging users to identify the song from a series of customised clues.

The collaboration also turns Gemini into a BTS update hub. A dedicated feature provides a daily digest of trending BTS news from the previous 48 to 72 hours, alongside a two-week schedule of upcoming activities adjusted automatically to the user's local time zone.

Rounding out the experiences is "Learn Korean with BTS", which teaches practical Korean phrases used in fan letters, online comments and everyday conversations. The feature includes audio pronunciation guides and interactive exercises for practising speaking and writing.

The tie-up sees Google lean on one of the world's largest music fandoms to demonstrate Gemini's capabilities through entertainment and fan participation, rather than positioning the AI assistant solely around productivity. By building BTS content directly into the app, the collaboration gives fans multiple reasons to experiment with Gemini across discovery, learning and everyday utility.

The Gemini tie-up also comes as BTS and its members continue to extend their presence beyond music through brand partnerships across the region. Earlier this month, Colgate appointed BTS member j-hope as its Asia Pacific ambassador for its new Colgate Optic White vitamin C toothpaste.

According to Colgate, j-hope was chosen to front the oral beauty range for his signature "sunshine smile", high energy and vibrant personality. The campaign was teased with a video showing j-hope ignoring repeated calls until he is addressed as "C-hope", using the play on his name to introduce the new vitamin C-infused product.

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