AI in Sonic Branding: Human Creativity Remains Essential

The music industry has embraced artificial intelligence (AI) for everything from creating efficiencies in everyday tasks to designing sonic branding. While AI has opened up a toybox of ideas, it is important to remember that the human element is critical.

Here’s why sonic branding experts believe that AI should always be viewed as an assistive technology rather than a replacement for human creativity.

“Humans should be at the core and the focus [of all AI],” says ILĀ.

AI is the starting point, not the end 

ILĀ is one of the UK’s foremost experts on the creative process behind AI-created music and sonic branding. As Creative Director at music marketing agency Mason Mercury Jones and a successful trans+ artist, producer and vocalist, ILĀ regularly works with experts throughout education, design and music to share their knowledge on the subject.

ILĀ is currently collaborating with the world’s first AI humanoid robot performance artist, Ai-Da, who creates art using cameras in her eyes, AI algorithms, and her robotic arm.

ILĀ strongly believes that AI is effective for providing insight as well as analysing data to help create effective music.

“Humans should be at the core and the focus [of all AI],” says ILĀ.

“Ultimately, human creation needs to be central.”

AI's strength in sonic branding lies in its analytical capabilities. As a tool, AI can process vast amounts of data to help shape and refine sonic branding strategies. It can analyse consumer responses, track engagement metrics, and provide valuable insights into how different audio elements perform across various platforms and demographics. This data allows human creators to make more informed decisions and enhance their sonic branding efforts.

ILĀ points out that the effectiveness of sonic branding crumbles without a human touch and becomes simply “space filler.”

“What people are coming to realise with generative tools like ChatGPT and Midjourney is the output is only as good as the prompt,” says ILĀ. “AI-generated music is not that good yet, professionally. You can use ChatGPT as a starting point – it might break you from blank page syndrome but won’t give you a complete answer.”

The importance of nuance

Sonic branding revolves around innovative creativity and strategic insight. While AI can generate music and sounds based on given parameters, it lacks the nuanced understanding of brand values, emotional resonance and cultural context of human creators. A successful sonic brand identity requires a deep alignment with a brand’s ethos, target audience and overall marketing strategy – aspects that demand human insight and expertise.

AI can significantly improve the workflow of sonic branding professionals by rapidly generating a wide range of musical styles and sound variations, serving as a source of inspiration or a starting point for human composers. AI can also help speed up aspects of the production process, allowing creators to focus more on the strategic and emotionally resonant aspects of sonic branding.

Relying solely on AI for sonic branding creation risks producing generic, cookie-cutter results. In a sea of AI-generated content, brands need to stand out with unique, ownable sonic identities that reflect their values and personalities. This is where human creativity becomes indispensable. A well-crafted sonic branding strategy developed by experienced professionals ensures consistency, uniqueness and alignment with brand values – qualities that AI alone cannot create. 

“To stand out in a sea of homogony, you need proper strategy and to be in tune with the values of your brand,” says ILĀ.

“More than ever, brands have an opportunity to set the benchmark for how sound can be used to enhance their brand.”

Proceed with caution

Overreliance on AI without human oversight in decision-making processes raises concerns about intellectual property rights, potentially leading to unintentional infringement, ownership disputes, and challenges in attributing creative work.

The US Copyright Office has ruled that music generated entirely by AI cannot be copyrighted, meaning it is not eligible for copyright protection. This poses risks for brands seeking to protect their sonic identities – the lack of ownership can lead to multiple brands using similar AI-generated sounds, diluting the impact and uniqueness of their audio branding. 

From a legal perspective, brands should be cautious about potential copyright infringement issues with AI-generated music. 

Universal Music Group, Sony Music Entertainment, and Warner Music Group have filed lawsuits against AI music companies Suno and Udio for alleged copyright infringement. The legal landscape around AI-generated content is uncertain, meaning brands need to ensure their sonic branding is not only effective but also legally sound. This is another example of where human expertise is invaluable.

AI: great, not perfect

The limitations of AI in sonic branding become apparent when considering the complexity of music and sound design. While AI can hit functional briefs, it often struggles with more creative and complex tasks. Much like how major brands wouldn't use generic design tools for their visual logos, relying solely on AI for sonic branding risks creating audio identities lacking distinction.

The effectiveness of sonic branding lies in its ability to evoke emotions, create memorable experiences and forge strong connections with audiences – qualities that require a human touch and understanding.

It's also worth noting that the quality of AI-generated output heavily depends on the quality of input. Crafting effective prompts for AI tools requires a thorough understanding of both the brand and the technical aspects of sound design – a skill honed by brand strategists and sonic branding professionals. 

“Music is complex. A lot goes into an audio logo,” says ILĀ.

“It’s still the wild west with generative AI.”

AI should be viewed as a powerful assistant rather than a replacement for human creativity. The most effective sonic branding strategies use AI’s strengths in data analysis and creative assistance while relying on human insight, creativity and strategic thinking to craft unique, emotionally resonant, and legally secure audio identities for brands.

We create unique sonic brand identities to help brands forge deep connections through the power of sound. Contact us to discuss creating an original audio narrative for your next campaign.