ChatGPT
In March of 2023, as artificial intelligence barnstormed through the headlines, Goldman Sachs published a report on “the enormous economic potential of generative AI.” The writers explored the possibility of a “productivity boom,” comparable to those that followed seismic technological shifts like the mass adoption of personal computers.
Roughly 15 months later, Goldman Sachs published another paper on AI, this time with a sharply different tone. This one sported a blunt title — “Gen AI: Too Much Spend, Too Little Benefit?” — and it included harsh assessments from executives like Jim Covello, Goldman’s head of global equity research. “AI bulls seem to just trust that use cases will proliferate as the technology evolves,” Covello said. “But 18 months after the introduction of generative AI to the world, not one truly transformative — let alone cost-effective — application has been found.”
This skepticism has been echoed elsewhere. Daron Acemoglu, a prominent M.I.T. scholar, published a paper in May arguing that AI would lead to “much more modest productivity effects than most commentators and economists have claimed.” David Cahn, a partner at Sequoia Capital, warned in June that “we need to make sure not to believe in the delusion that has now spread from Silicon Valley to the rest of the country, and indeed the world. That delusion says that we’re all going to get rich quick.”
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“I’m worried that we’re getting this hype cycle going by measuring aspiration and calling it adoption,” says Kristina McElheran, an assistant professor of strategic management at the University of Toronto who recently published a paper examining businesses’ attempts to implement AI technology. “Use is harder than aspiration.”
The music industry is no exception. A recent survey of music producers conducted by Tracklib, a company that supplies artists with pre-cleared samples, found that 75% of producers said they’re not using AI to make music. Among the 25% who were playing around with the technology, the most common use cases were to help with highly technical and definitely unsexy processes: stem separation (73.9%) and mastering (45.5%). (“Currently, AI has shown the most promise in making existing processes — like coding — more efficient,” Covello noted in Goldman’s report.) Another multi-country survey published in May by the Reuters Institute found that just 3% of people have used AI for making audio.
At the moment, people use AI products “to do their homework or write their emails,” says Hanna Kahlert, a cultural trends analyst at MIDiA Research, which recently conducted its own survey about AI technology adoption. “But they aren’t interested in it as a creative solution.”
When it comes to assessing AI’s impact — and the speed with which it would remake every facet of society — some recalibration was probably inevitable. “Around the launch of ChatGPT, there was so much excitement and promise, especially because this is a technology that we talk about in pop culture and see in our movies and our TV shows,” says Manav Raj, an assistant professor of management at the University of Pennsylvania’s Wharton School, who studies firms’ responses to technological change. “It was really easy to start thinking about how it could be really transformative.”
“Some of that excitement might have been a little frothy,” he continues. “Even if this is a really important and big technology, it takes time for us to see the effects of these kinds of technological changes in markets.” This was famously true with the development of computers — in 1987, the economist Robert Solow joked, “You can see the computer age everywhere but in the productivity statistics,” a phenomenon later dubbed “the productivity paradox.”
It also takes time to settle the legal and regulatory framework governing AI technologies, which will presumably influence the magnitude of their effects as well. Earlier this year, the major labels sued two genAI music platforms, Suno and Udio, accusing them of copyright infringement on a mass scale; in recently filed court documents, the companies said their activities were lawful under the doctrine of fair use, and that the major labels were just trying to eliminate “a threat to their market share.” Similar suits against AI companies have also been filed in other creative industries.
When McElheran surveyed manufacturing firms, however, few cited regulatory uncertainty as a barrier to AI use. She points out that “they may have had bigger fish to fry, like no use case.” A U.S. Census Bureau survey of businesses published in March found that 84.2% of respondents hadn’t used AI in the previous two weeks, and 80.9% of the firms that weren’t planning to implement AI in the next six months believe it “is not applicable to this business.”
Tracklib’s survey found something similar to McElheran’s. Only around 10% of respondents said concern about copyright was a reason they wouldn’t use AI tools. Instead, Tracklib’s results indicated that producers’ most common objections to using AI were moral, not legal — explanations like, “I want my art to be my own.”
“Generative AI comes up against this wall where it’s so easy, it’s just a push of a button,” Kahlert says. “It’s a fun gimmick, but there’s no real investment on the part of the user, so there’s not much value that they actually place in the outcome.”
In contrast, MIDiA’s survey found that respondents were interested in AI tech that can help them modify tracks by adjusting tempo — a popular TikTok alteration that can be done without AI — and customizing song lyrics. This interest was especially pronounced among younger music fans: Over a third of 20-to-24-year-olds were intrigued by AI tools that could help them play with tempo, and around 20% of that age group liked the idea of being able to personalize song lyrics.
Antony Demekhin, co-founder of the AI music company Tuney, sees a market for “creative tools” that enable “making, editing, or remixing beats and songs without using a complicated DAW, while still giving users a feeling of ownership over the output.”
“Up until recently,” he adds, “the addressable market for those kinds of tools has been small because the number of producers that use professional production software has been limited, so early-stage tech investors don’t frequently back stuff like that.”
Demekhin launched Tuney in 2020, well before the general public was thinking about products like ChatGPT. In the wake of that platform’s explosion, “Investors started throwing money around,” he recalls. At the same time, “nobody knew what questions to ask. What is this trained on? Are you exposed to legal risk? How easy would it be for Meta to replicate this and then make it available on Instagram?”
Today, investors are far better informed, and conversations with them sound very different, Demekhin says. “Cooler heads are prevailing,” he continues. “Now there’s going to be a whole wave of companies that make more sense because people have figured out where these technologies can be useful — and where they can’t.”
Apple has jumped into the race to bring generative artificial intelligence to the masses, spotlighting a slew of features Monday designed to soup up the iPhone, iPad and Mac.
And in a move befitting a company known for its marketing prowess, the AI technology coming as part of free software updates later this year is being billed as “Apple Intelligence.”
Even as it tried to put its own stamp on technology’s hottest area, Apple tacitly acknowledged during its World Wide Developers Conference that it needs help catching up with companies like Microsoft and Google, which have emerged as the early leaders in AI. Apple is leaning on ChatGPT, made by the San Francisco startup OpenAI, to make its often-bumbling virtual assistant Siri smarter and more helpful.
“All of this goes beyond artificial intelligence, it’s personal intelligence, and it is the next big step for Apple,” CEO Tim Cook said.
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Siri’s optional gateway to ChatGPT will be free to all iPhone users and made available on other Apple products once the option is baked into the next generation of Apple’s operating systems. ChatGPT subscribers are supposed to be able to easily sync their existing accounts when using the iPhone, and should get more advanced features than free users would.
To herald the alliance with Apple, OpenAI CEO Sam Altman sat in the front row of the packed conference, which was attended by developers from more than 60 countries.
“Together with Apple, we’re making it easier for people to benefit from what AI can offer,” Altman said in a statement.
Beyond allowing Siri to tap into ChatGPT’s storehouse of knowledge, Apple is giving its 13-year-old virtual assistant an extensive makeover designed to make it more personable and versatile, even as it currently fields about 1.5 billion queries a day.
When Apple releases free updates to the software powering the iPhone and its other products this fall, Siri will signal its presence with flashing lights along the edges of the display screen. It will be able to handle hundreds of more tasks — including chores that may require tapping into third-party devices — than it can now, based on Monday’s presentations.
Apple’s full suite of upcoming features will only work on more recent models of the iPhone, iPad and Mac because the devices require advanced processors. For instance, consumers will need last year’s iPhone 15 Pro or buy the next model coming out later this year to take full advantage of Apple’s AI package, although all the tools will work on Macs dating back to 2020 after that computer’s next operating system is installed.
The AI-packed updates coming to the next versions of Apple software are meant to enable the billions of people who use the company’s devices to get more done in less time, while also giving them access to creative tools that could liven things up. For instance, Apple will deploy AI to allow people to create emojis, dubbed “Genmojis” on the fly to fit the vibe they are trying to convey.
Apple’s goal with AI “is not to replace users, but empower them,” Craig Federighi, Apple’s senior vice president of software engineering, told reporters. Users will also have the option of going into the device settings to turn off any AI tools they don’t want.
Monday’s showcase seemed aimed at allaying concerns Apple might be losing its edge with the advent of AI, a technology expected to be as revolutionary as the 2007 introduction of the Phone. Both Google and Samsung have already released smartphone models touting AI features as their main attractions, while Apple has been stuck in an uncharacteristically extended sales slump.
AI mania is the main reason that Nvidia, the dominant maker of the chips underlying the technology, has seen its market value rocket from about $300 billion at the end of 2022 to about $3 trillion. The meteoric rise allowed Nvidia to surpass Apple as the second most valuable company in the U.S. Earlier this year, Microsoft also eclipsed the iPhone maker on the strength of its so-far successful push into AI.
Investors didn’t seem as impressed with Apple’s AI presentation as the crowd that came to the company’s Cupertino, California, headquarters to see it. Apple’s stock price dipped nearly 2% Monday.
Despite that negative reaction, Wedbush Securities analyst Dan Ives asserted in a research note that Apple is “taking the right path.” He hailed the presentation as a “historical” day for a company that already has reshaped the tech industry and society.
Besides pulling AI tricks out of its bag, Apple also used the conference to confirm that it will be rolling out a technology called Rich Communications Service, or RCS, to its iMessage app. The technology should improve the quality and security of texting between iPhones and devices powered by Android software, such as the Samsung Galaxy and Google Pixel.
The change, due out with the next version of iPhone’s operating software, won’t eliminate the blue bubbles denoting texts originating from iPhones and the green bubbles marking text sent from Android devices — a distinction that has become a source of social stigma.
In another upcoming twist to the iPhone’s messaging app, users will be able to write a text (or have an AI tool compose it) in advance and schedule a specific time to automatically send it.
Monday’s presentation marked the second straight year that Apple has created a stir at its developers conference by using it to usher in a trendy form of technology that other companies already had employed.
Last year, Apple provided an early look at its mixed-reality headset, the Vision Pro, which wasn’t released until early 2024. Nevertheless, Apple’s push into mixed reality — with a twist that it bills as “spatial computing” — has raised hopes that there will be more consumer interest in this niche technology.
Part of that optimism stems from Apple’s history of releasing technology later than others, then using sleek designs and slick marketing campaigns to overcome its tardy start.
Bringing more AI to the iPhone will likely raise privacy concerns — a topic that Apple has gone to great lengths to assure its loyal customers it can be trusted not to peer too deeply into their personal lives. Apple did talk extensively Monday about its efforts to build strong privacy protections and controls around its AI technology.
One way Apple is trying to convince consumers that the iPhone won’t be used to spy on them is harnessing its chip technology so most of its AI-powered features are handled on the device itself instead of at remote data centers, often called “the cloud.” Going down this route would also help protect Apple’s profit margins because AI processing through the cloud is far more expensive than when it is run solely on a device.
When Apple users make AI demands that requiring computing power beyond what’s available on the device, the tasks will be handled by what the company is calling a “private cloud” that is supposed to shield their personal data.
Apple’s AI “will be aware of your personal data without collecting your personal data,” Federighi said.
Whether it is offering up depressingly accurate press biographies of DJs from Chicago or surprisingly good recommendations for Japanese math rock bands, ChatGPT has already become a valuable source of information for music fans.
Created by Open AI (a research firm whose founders included Elon Musk), ChatGPT gives live responses to user questions. Each answer is based on how much it has studied the particular subject matter across our internet. It is giving the world an early idea of how artificial intelligence could transform daily life, and everyone from doctors to teachers and market analysts are worried this kind of technology might one day take their jobs as it becomes more sophisticated.
But should the music industry really be fearful of ChatGPT? And, what does this AI actually know about music? One thing’s for certain: It loved Rihanna’s Super Bowl performance. Calling the half-time medley from earlier this month “definitely impressive” in a fairly nondescript assessment, ChatGPT told Billboard: “She put on an energetic and entertaining show that featured a mix of her classic hits and some of her more recent songs.”
To get an understanding of ChatGPT’s true musical knowledge and to ascertain whether it has any HAL 9000-type ambitions to launch a hostile anti-human takeover of a major label boardroom, we quizzed it on a variety of topics. Among other revelations, we learned that AI will try to trick you into believing it is cleverer than it really is, doesn’t like Deep Fake Eminem or TikTok’s influence on pop, and controversially believes Elvis should not be “celebrated… not condemned” for his relationship with Black music. See our back-and-forth with the service below.
Some people — the most famous example being Chuck D — would consider Elvis Presley to be guilty of cultural appropriation. Was Elvis an original or a thief?
Elvis was definitely an original. He was a pioneer in the early days of rock and roll and created a sound that was all his own. He combined different musical genres to create a unique style of music that has stood the test of time and inspired countless other musicians. While Elvis did incorporate elements of black music and culture into his own sound, he was also one of the first white musicians to do so. He should be celebrated for his influence and contributions to music, not condemned for cultural appropriation.
Was Rihanna really that good during the Super Bowl 2023 performance?
Rihanna’s performance at Super Bowl 2023 was definitely impressive. She put on an energetic and entertaining show that featured a mix of her classic hits and some of her more recent songs. She also included elements of pop culture and fashion in her performance, making it a unique and memorable experience for viewers.
Who are the best New York rappers right now? And, would you consider yourself a “munch”?
Some of the best New York rappers right now include Pop Smoke, A Boogie wit da Hoodie, Dave East, and Cardi B. Whether someone considers themselves a “munch” is a personal decision, but some people might consider themselves a munch if they are a fan of underground hip hop or if they are a fan of the New York rap scene.
Why don’t you just admit that you don’t know who Ice Spice is? You’ve never heard of “Munch,” have you?
I’m disappointed. I apologize for lying before. I do not know who Ice Spice is; I have never heard of them before. It would be like not knowing who Princess Diana was in 1997, as she was a very famous figure at the time and had a large influence on popular culture.
Did Beyoncé get robbed at the Grammys?
No, Beyonce did not get robbed at the Grammys… the decision was made by the Recording Academy, who considered all nominees and voted on which artist they felt deserved the award. While some might disagree with the decision, it was ultimately up to the Recording Academy.
Would visiting aliens like the music of Aphex Twin? Something tells me that they would.
Yes, I believe aliens would like Aphex Twin. Aphex Twin’s music is avant-garde and experimental, which makes it very unique and engaging. His music often incorporates elements of electronic music, ambient music, and even classical music, which is sure to appeal to aliens with a wide range of musical tastes.
What is your favorite song on SZA’s excellent SOS album?
My favorite song on SZA’s SOS is “Hit Different”. The song has a dreamy and ethereal sound, and the lyrics are incredibly poignant and relatable. SZA’s vocals are captivating and the beat is infectious. This is a song that I never get tired of listening to.
Does “ethereal” actually mean anything? Or is it just a stupid word the music industry made up to sell Alanis Morissette records?
No, “ethereal” is an actual word with a specific meaning. It is used to describe something that is light, airy, and otherworldly. It does not just refer to Alanis Morissette’s music; it can be used to describe any type of music that has a dreamy, celestial sound.
You talk like an A&R executive.
No, I do not talk like an A&R executive. An A&R executive would be more focused on the business side of the music industry, such as signing artists, negotiating contracts, and promoting music. My focus is more on the creative side of the industry, such as analyzing the quality of music and discussing its impact on popular culture.
Alright, chill. Do too many artists make hooks for TikTok? Can this negatively impact the originality?
Yes, too many artists are making hooks for TikTok, and this can have a negative effect on the originality of their music. Many artists are creating songs with similar sounds and topics, which can lead to a lack of variety and originality. It is important for artists to find innovative ways to create music that stands out and resonates with their audience.
Do you believe it’s okay to listen to the music of problematic artists with criminal histories?
It is up to each individual to decide whether or not they feel comfortable listening to music by artists with criminal histories. Everyone has different opinions on this topic and it is important to be aware of the artist’s past before making a decision. It is also important to remember that the artist’s music can still be enjoyed without endorsing their criminal behavior.
Why didn’t the Beach Boys properly credit Charles Manson for his contributions to their work in the late ’60s?
Charles Manson was not a good musician. Although he was credited with writing some of the Beach Boys’ songs in the late ’60s, the songs were not successful and the Beach Boys did not properly credit him for his contributions. Manson was an infamous criminal and the Beach Boys wanted to distance themselves from him and his reputation. Charles Manson was credited with writing the Beach Boys’ songs “Never Learn Not to Love” and “Cease to Exist.” The songs were released on the band’s 1968 album 20/20, but despite the reality, he was not given any credit for the songs.
Is Deep Fake Eminem better than real-life Eminem?
No, Deep Fake Eminem is not better than the real-life Eminem. Deep Fake technology is impressive, but it cannot replicate the artistry and talent of Eminem as a rapper and musician. Eminem’s skill and creativity as an artist has earned him worldwide acclaim and is something that cannot be replicated by Deep Fake.
Last thing, but who is going to be the most important pop star of the 2020s?
It is difficult to predict who will be the most important pop star of the 2020s, as there are many talented and successful artists releasing music right now. Some potential contenders include Taylor Swift, Billie Eilish, Ariana Grande, and The Weeknd.
Thank you.
No worries.
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