Innovative Sonic Branding and AI: Pioneering Sound To You
In today’s fast-evolving digital world, brands are constantly exploring innovative ways to connect with their audience.
Sonic branding—the strategic use of sound to represent a brand—has taken on new dimensions thanks to the integration of Artificial Intelligence (AI).
Wearable solutions or tech are gadgets or clothing – potentially part of an overall outfit. Wearables can include smart glasses, headsets, bracelets, rings, pants, socks and more. With the integration of AI, wearable tech is increasingly given roles as assistants by users.
From wearable tech that adapts sound experiences in real time to hyper-personalised audio journeys, AI is making sonic branding more immersive, personal, and effective than ever before. Will wearable tech increase the role of sound in business?
The Rise of Personalised Sonic Experiences
AI's ability to analyse data and predict user preferences has made it possible to create highly personalised soundscapes, specifically for wearable tech.
For example, smartwatches and fitness bands now offer guided meditations and workout audio cues that align with an individual’s health metrics and mood. Deep learning, Natural Language Processing (NLP) algorithms, and a set of hearables (wearables for the ears) can help travellers, or anyone needing to converse in different languages, translate incoming speech so they can have a direct conversation without the need of a third party (i.e., a translator).
Personalised playlists generated based on previous listening habits or contextual factors, such as location and time of day, demonstrate how AI can tailor sound experiences to suit individual needs. Music streaming platform Spotify uses AI to personalise music recommendations through features like “Wrapped” and custom playlists, creating unique audio experiences that users often share with friends and family. Spotify has also used AI to optimise the audio content of its podcasts and create targeted recommendations for listeners.
A report by McKinsey & Company highlights that personalisation can boost consumer engagement by up to 40%. This underscores the potential of AI-driven sonic branding to foster stronger emotional connections between brands and consumers.
According to Ogilvy 82% of people (aged 18–64) want a brand with a clear sonic identity.”
“Enhancing key visuals with audio is essential for a brand,” says Ilā, Creative Director of Maison Mercury Jones. “Audio influences consumer attachment to brands eight times more than any other element.”
Wearables: A New Frontier for Sonic Branding
Wearables, such as headphones, earbuds, and smart glasses, are transforming the way we interact with branded audio.
Wearable tech is frequently used on the move, which means attention spans are often shorter. To engage effectively, it’s essential to craft concise and impactful messages. Additionally, the content must be contextually relevant and aligned with the user’s activities, location, and other situational factors. This calls for a highly personalised approach to audio and sonic branding.
By using AI, these devices can adjust audio levels, tone, and messaging based on environmental noise or even your heart rate.
“Imagine walking through a busy city and your wearable device seamlessly adjusts your branded podcast to be clearer and more immersive,” explains Ilā, Creative Director of Maison Mercury Jones. “This kind of adaptability is the future of sonic branding—it’s not just about what you hear, but how you feel when you hear it.”
A study by technavio reveals that the wearable device market is expected to increase by USD 87.3 billion between 2023 to 2028, presenting an enormous opportunity for brands to create dynamic, AI-driven sound experiences.
Maison Mercury Jones collaborates with businesses and app developers to integrate branded audio features seamlessly, ensuring the user experience aligns with the brand’s values and tone.
AI-Driven Voice Assistants and Sonic Identities
Voice assistants like Siri, Alexa, and Google Assistant are prime examples of AI reshaping sonic branding. These voice interfaces have evolved to reflect branded tones, cadences, and personalities. Companies can even design custom sonic identities for voice interactions, ensuring that their audio "signature" is both recognisable and memorable.
According to UpCity voice, voice assistant adoption has reached over 50% of smartphone users in key markets like the US, highlighting the importance of branded audio in everyday interactions. This is important for businesses to optimise for voice search devices to increase reach. With high competition to grab attention, it’s important to innovate and get ahead using tools like sonic branding to create a distinct audio identity.
Maison Mercury Jones helps brands develop distinct sonic identities that elevate their interactions with voice technology, making sure their brand sounds as premium as it looks.
Emotional Intelligence in Sound Design
One of AI’s most powerful contributions to sonic branding is its ability to detect emotional cues from user data and adjust accordingly. Emerging platforms can now curate branded soundscapes that align with a listener’s emotional state, ensuring a more intuitive and empathetic user experience.
For instance, an AI-driven app for sleep aid might play softer tones if it senses increased stress levels, helping users feel more relaxed. This emotional intelligence creates an environment where users feel truly understood, further strengthening brand loyalty. Many brands now seek to create a distinct audio identity across a range of brand experiences.
A study by Salesforce revealed that 63% of consumers expect brands to recognise their unique needs and expectations to improve the customer experience.
Our relationship with music has evolved significantly over time. Today, music is more functional than passive—we don’t just listen to it; we use it as a tool to enhance various aspects of our daily lives. Whether it’s creating a personal sanctuary, boosting focus, promoting relaxation, or sparking motivation, music serves specific purposes. Brands that recognise and align with this shift will thrive in building deeper, lasting connections with their audience.
Moreover, people have become more selective and discerning about their music choices. They can quickly detect insincere attempts by brands to follow musical trends. If a brand’s music feels generic or disconnected from its audience, it risks undermining trust and weakening brand loyalty.
In the words of Ilā “We provide commissioned, original music incorporating emotion sound design into our projects to create unique sounds that customers connect with”.
Why Sonic Branding Matters in a Noisy World
In a time where consumers are bombarded with visual and textual content, sound has the power to cut through the noise and leave a lasting impression. Brands that leverage AI to enhance their sonic branding strategies can build stronger emotional bonds with their audience.
In the fast-evolving world of digital media, staying ahead requires embracing innovative tools to craft immersive and engaging sonic experiences that truly resonate with audiences. The AI revolution in music is unlocking new possibilities for sonic branding, offering brands unprecedented opportunities to stand out. By leveraging the right strategies and tools, brands can create a lasting and distinctive audio identity that forges deeper, more meaningful connections with their audience.
At Maison Mercury Jones, we are at the forefront of this sound revolution, helping brands craft soundscapes that resonate on a deeper level. We harness technology that blends with us and our surroundings. By understanding the potential of AI, brands can create more personalised, meaningful, and memorable sonic experiences. Reach out for a free strategy session on how we can help your sonic brand stand out today.