Does REV Media's AI boy group point to the future of branded content?

The worlds of music, technology, and marketing are continuing to collide. And the latest player on the scene is an articificial-intelligence (AI) boy band called THRIC3, created and managed by REV Media Group.

THRIC3 may look like your typical K-pop-inspired group, but behind the slick visuals and catchy tracks is an experiment in creativity and tech. For REV, the project isn’t about replacing real artists. Instead, it’s a way to push the boundaries of how AI can work alongside human talent, while sparking conversations on the future of content.

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Ledwina In, head of social products at REV Media Group, shared in conversation in A+M that THRIC3 is powered by people as much as it is by machines.

At the end of the day, what people connect with is people, and THRIC3 only exists because of the real humans behind them.

"I’m talking about the writers, designers, producers, video editors and music makers who are the heart and soul of THRIC3. The AI is simply a tool," said In. 

Standing out in the crowded AI landscape

The rise of AI influencers has been rapid, but not always sustainable. Unlike some earlier AI personalities that quickly fizzled, REV sees THRIC3’s uniqueness in the conversations they provoke. “Right now, they might stand out for sparking conversations more than anything else, but that’s part of the journey. We believe they’ll carve their own space by showing how AI can work with human talent, not instead of it,” said In.

This human-led philosophy extends to the music as well. While AI tools are used in production, every track is guided by a full team of producers, vocalists, and writers. The result is music that feels authentic while still exploring the creative possibilities of AI.

The design of THRIC3, be it their faces, styles, and overall look, was shaped through a mix of audience feedback and creative experimentation. REV wanted the group to resonate locally, while still looking like they belonged on an international stage. This is also reflected through their names, which are Fikri Adam, Kaizer Jacobs, and Cedrix Jin. 

A testbed for the future of creativity?

The group has already tested the waters of commercial partnerships. Their collaboration with KFC and Universal McCann Malaysia (UM) earlier this year paired music with food culture, signalling the potential for brands to connect with audiences in new ways. According to In, more collaborations are already lined up, including with real artists and creators from outside the music industry.

For REV Media, the project is as much about sparking dialogue as it is about producing music or partnerships. “We know THRIC3 has sparked strong conversations, and we’re grateful and listening. This was never about replacing talent, but about opening up dialogue on what the future of creativity looks like," she said. "At the end of the day, creativity is still human. If THRIC3 inspires debate, collaboration, or new ways of thinking, then it’s already done its job,” In added. 

Meanwhile, Samuel Wee, CEO, REV Media Group added that THRIC3 fits into the company’s wider strategy of exploring digital frontiers. “At REV, we’ve always believed in being first movers in the digital space and we do that by experimenting with new tools, platforms, and ideas strategically." He added: 

AI is just one of many ways we’re exploring the edges of content creativity. Bold experiments like these are what keep our industry moving forward.

As marketers search for new ways to engage audiences, THRIC3 offers a glimpse of what happens when technology and human imagination blend. Whether or not AI idols become a mainstay, the conversations they spark may prove just as valuable as the music they release.

Earlier in August, Samsung Electronics Indonesia leaned heavier on the human side by welcoming Indonesian girl group no na, as the latest members of Team Galaxy, signalling the tech brand’s continued push into youth-centric marketing and AI-integrated storytelling.

Their inclusion reflects Samsung’s growing reliance on creative figures to narrate its AI evolution. As the line between lifestyle and technology blurs, brands are increasingly framing their devices as enablers of self-expression rather than just tools.

However, the path forward for AI-driven personalities is far from smooth. Fashion recently saw the backlash firsthand when a Guess campaign in Vogue featured an AI-generated model created by Seraphinne Vallora. While the spread was styled like any other editorial, a small disclosure revealed the model wasn’t real, sparking criticism that the industry was sidelining human talent and pushing unattainable beauty standards even further.

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