Music 

Recent data from TuneCore indicates more than half of artists are aware of the influence of gen AI, with approximately 27% integrating it into their creative process. Innovations like Google’s TextFX and ChatGPT are just a few of the many tools providing artists with an enriched way to manipulate language, discover new sounds and create supporting content to market their music. While this could lead to an influx of new songs—further diluting the chances of a single track achieving global prominence—it’s worth noting that it will likely pave the way for more artists to achieve regional and local hits. 

I’m particularly enthusiastic about the prospect of licensing artists’ voices for AI-generated music; reported partnerships between tech powerhouses like Google and labels like Universal Music Group highlight this emerging trend. These potential collaborations could open lucrative licensing channels and, more importantly, hint at a future where fans are deeply involved in the music-making process. —Clayton Durant, director of emerging media and platform strategy, MikeWorldWide 

Messaging 

Much of people’s apprehension when it comes to gen AI stems from two factors: Firstly, the fact that AI has been positioned as something dissociated, machine-focused and artificial; and secondly, how perceptions around the technology are being shaped by conflicting voices and opinions within the industry. To bridge this gap and foster acceptance, it is essential to humanize and centralize the communication of gen AI through a strategic, considered and collaborative framework.

An example of where AI has been successfully positioned can be found in Amazon’s Alexa. Deliberately branded with femininity that creates a sense of proximity, Alexa exemplifies the potential for incorporating human-like qualities. While it could be argued that the product has fallen short in capitalizing on its potential, people have embraced Alexa into their homes, not just as a mere AI assistant but as a companion. The value Alexa adds to people’s lives underscores their openness to this particular AI implementation.

Crucially, to ensure the positive integration of gen AI, positioning plays an equally significant role as regulation. Where regulations will govern the ethical and responsible use of gen AI, positioning focuses on shaping public perception and acceptance. Both aspects are crucial for gen AI’s successful integration as a trustworthy technology into society. —Ashleigh Steinhobel, strategy director, FutureBrand