AI-generated music, be it moody ambient nothingness or sound-alikes, has been gradually finding its way into public and private spaces: annoying people worldwide in shopping malls, dental clinics, cars, TVs, and hotel elevators. A rights- and risk-free substitution for human creativity? It seems, the sound of brands goes well along with technological innovation. 

While AI appears to be dehumanizing, it’s hard to believe that the real issue lies in innovative technology itself, given that it has always served as a tool for human expression, from millennia of instrument development and sheet music to DAWs and now AI.

And has it already reached a tipping point, proving that actual human genius remains essential? Or has the average musical culture (and the human ear) already degraded to the point where nobody cares, neither brands nor audiences?

How can the industry find a balance between technology and genius, in search of more original beauty, stronger cultural impact through outstanding creativity, and ultimately, real value for brands, artists, rightsholders, and audiences alike?