On February 7, 2022, Apple formalized the acquisition of AI Music, a London startup founded in 2016, capable of produce music using artificial intelligence. A way for the American giant to expand its audio offer.
A sound that changes according to the users?
AI Music has developed a technology that uses artificial intelligence to generate custom music. With this acquisition, the apple brand proves that it is determined to improve its music-related services. The technology is able to create completely original sound using royalty-free music and artificial intelligence. For Apple, the idea could be to generate dynamic soundtracks which change according to the profile of the users.
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On its LinkedIn page, AI Music states that its goal is to “give consumers the power to choose the music they want, seamlessly edited to meet their needs or create dynamic solutions that adapt to their community”. Before being acquired by Apple, the startup already had entered into agreements with advertisers to create more engaging spots that play different music depending on the audience.
A technology that will be added to the playlists of Fitness+ and Apple Music
This new technology will most likely be added to the various verticals of Apple, in particular to the playlists of Fitness+ and Apple Music. We can also imagine applications on Garageband and Logic Pro X. Let’s take the example of video games. sounds could change to suit player’s mood or intensity. AI Music specifies that “we offer tailored solutions for marketers, publishers, fitness professionals, creative agencies, etc.”.
Apple declined to comment on the takeover. However, there is no longer any doubt: the Cupertino company is betting on music. Apple’s latest acquisition was also a music company: Primephonic. In 2021, the apple brand has considerably slowed down its acquisition expenditure. ” Only “ $33 million was spent, compared to $1.5 billion in 2020 and $624 million in 2019.