‘GG EZ’: How an AI-generated song became a global phenomenon without revealing its artificial origins

A new wave in digital culture shows that artificial intelligence can now produce hits that circulate as if they were created by human artists. The case of “GG EZ,” released in 2026, illustrates how an algorithm can create a viral song, distribute the audio as if it were from a real musician, and even be adopted by K-pop idols before the public discovers they were dancing to a machine.

In 2024, Philadelphia rapper Skrilla released “Doot Doot (6 7),” whose lyrics repeated only “six, seven.” The phrase gained traction in basketball videos featuring player LaMelo Ball, who stands 1.98 meters tall. It became a gesture and exploded in popularity when a young man shouted “SIIIX SEVEEEN!” on a court. In 2025, Dictionary.com named “67” the word of the year, describing it as an intentional “brainrot”—a slang term with no fixed definition that spreads before anyone agrees on its meaning. The humor lies precisely in its lack of humor: the internet testing the limits of “nothing” as a viral phenomenon.

“GG EZ” follows the same formula but takes it a step further. The song is credited to M.Sasuke, an anonymous Japanese artist who never shows his face and admits to using AI tools to generate vocals and instrumentation, though he claims to have written the lyrics and set the creative direction.

The chorus, “GG fuckin’ easy,” combines two video game expressions: “GG” (good game) and “EZ” (easy)—the classic taunt of someone who won a match without effort. The concept isn’t new. Fully AI-generated singers like Xania Monet have already topped the charts, and entire bands like Velvet Sundown have amassed hundreds of thousands of listeners on Spotify without actually existing.

M.Sasuke tested a teaser on TikTok on May 21, 2026, and released the full track six days later. In June, the phenomenon spiraled out of control when K-pop idols—ENHYPEN, ILLIT, and especially Jungkook of BTS—began posting dance routines to the song. Jungkook’s version alone surpassed 91.6 million views.

The track reached 16 million streams on Spotify and topped the R&B/Soul charts on iTunes in Indonesia and Singapore. The audio became a trend in over 149 thousand TikTok videos.

In August, two human artists—multilingual influencer-musician Kaien Nuen and cosplayer and influencer Sugar—asked M.Sasuke for permission and recorded the song with their own voices for the official music video.

The problem was the lack of transparency: the song circulated for months without any indication that it was AI-generated, and real idols danced to it, whether pretending or not that it was a conventional recording.

The controversy occupies the gray area between “using AI” and “not disclosing that you used it”—the same void that sparked controversy in Brazil with “Sina de Ofélia,” a Portuguese version of a Taylor Swift song created by AI and placed in the voices of Luísa Sonza and Dilsinho, who never recorded the song.

“GG EZ” represents an evolution of the “67” meme: the same combination of slang, simple dance, and obsessive repetition, but now produced by an algorithm, distributed as if it were by a human artist, and validated by real celebrities before the public even knew they were dancing to a machine.

If “67” proved that the internet can make anything go viral, “GG EZ” shows that the factory of nothing now operates on an industrial scale—and no one, not even Jungkook, can tell the difference.