- helping firms build their own 'sonic identity'

Business reporter, BBC News

Only AI, he argues, allows sound to shape-shift this way in our fast-paced, digitally connected world. The internet has been flooded recently with examples of what AI can do, including reimagined films , new music using the voices of deceased artists like Amy Winehouse or Kurt Cobain, or radical architectural drawings.Firstly, humans still have a vital role to play in the process, reassures Arnese, whose company is one of the leaders in the field. His in-house composers begin by creating a track known as the "Sonic DNA" of the brand, which might last about 90 seconds.

AI can generate potentially infinite music remixes from this DNA, with different tempos, moods and durations, depending on the context, be it a TikTok video, the noise of an appliance coming to life or the intro music for a podcast. Humans check each result before they are put before the public.The argument for using AI is that this is easier and cheaper than a human selecting and buying individual pieces of production music for thousands of different scenarios.

"These days no brand is on mute," says Arnese. "Some brands upload a hundred videos to YouTube every week, and we asked ourselves, how can they afford it?"Some scepticism still remains about whether AI really is a "gamechanger" for the advertising industry, though.

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