Apple has acquired the AI Music startup which uses artificial intelligence to generate dynamic soundtracks, something that Apple Music could implement as a feature.
- Apple could use AI Music tech to bring new features to its audio offerings
- For example, Apple Music could use it to generate dynamic soundtracks
- Apple Fitness+ and Photos could also benefit from AI Music technology
How Apple could use AI Music to bulk up its audio technology
The deal was reportedly closed for an undisclosed sum in recent weeks. The London-based startup was a typical acquisition target for Apple: the company had about two dozen employees before the deal was singed. AI Music leveraged artificial intelligence to generate dynamic soundtracks. A source apparently said that Apple could leverage the startup’s audio technology to improve its own audio offerings.
From the desk of Mark Gurman at Bloomberg:
Technology developed by AI Music can create soundtracks using royalty-free music and artificial intelligence, according to a copy of its now-defunct website. The idea is to generate dynamic soundtracks that change based on user interaction. A song in a video game could change to fit the mood, for instance, or music during a workout could adapt to the user’s intensity.
AI Music had deals in place with ad firms to “create more engaging ads that played different music depending on the audience,” according to the write-up. Apple has all but exited the ad business but could the company actually use AI Music to create more engaging playlists that played different music depending on the audience, perhaps?
From the now-defunct AI Music website:
AI Music allows brands, developers and sonic adventurers access to our intelligent music library. Our goal is to give consumers the power to choose the music they want, seamlessly edited to fit their needs or create dynamic solutions that adapt to fit their audiences.
MacRumors speculates how Apple could use AI Music across some of its products:
Apple could potentially make use of the AI Music technology in several ways. Songs that can update based on heart rhythm could be useful for Apple Fitness+, and Apple’s Photos app uses royalty-free music to provide songs for photo slideshows, so on-demand generated music that matches mood could come in handy for that purpose.
Gurman also makes a point of the fact that Apple is no longer snapping up startups at such a rapid clip as before. Read: The best classical music apps for iPhone and iPad
Apple dramatically slowed down its acquisition spending during 2021, devoting only $33 million to deal payments over the fiscal year, according to a filing in October. That’s down from $1.5 billion in 2020 and $624 million in 2019.
Be advised that speculating about the ways Apple might permeate its products with AI Music technology could easily prove to be a fool’s errand. You’ll remember if you will, that advanced technologies of some of the startups that Apple had previously purchased did not necessarily translate into user-facing features.