IFPI report reveals music fans’ take on AI

The research comes from the the IFPI’s forthcoming Engaging with Music 2023 report, which examines how fans around the world engage with, and feel about, music. With responses from more than 43 000 people across 26 countries, the report is the biggest music study of its kind and the most detailed insight into fan thinking.

For the first time, the report includes a section dedicated to AI as the technology’s rapid advancement continues to present both opportunities and challenges for artists and the music business.

Key highlights from the research include that 89% of music fans are aware of AI and have a significant interest in its capabilities, and about 79% of respondents believe that human creativity remains crucial in music creation.

Among those familiar with AI’s capabilities, 76% stress the importance of obtaining authorisation for using an artist’s music or vocals, and 74% agree that AI should not clone or impersonate artists without permission.

Transparency is a priority for the majority, with 73% supporting the clear listing of music used by AI, and 70% believing that there should be restrictions on AI actions. Additionally, 64% express the view that governments should play a role in setting restrictions for AI.

Meanwhile, IFPI data, not published but seen by the British Phonographic Industry (BPI), also include the perspective of UK consumers, showing that alongside France, the UK has the highest percentage (81%) of music fans who agree that AI should not be used to clone or impersonate artists without authorisation. The UK also has the greatest proportion (89%) of music fans who agree that music generated solely by AI should be clearly labelled.

“While music fans around the world see both opportunities and threats for music from artificial intelligence, their message is clear: authenticity matters,” outgoing IFPI CEO Frances Moore said. “In particular, fans believe that AI systems should only use music if pre-approved permission is obtained and that they should be transparent about the material ingested by their systems. These are timely reminders for policymakers as they consider how to implement standards for responsible and safe AI.”

Responding to the IFPI findings, BPI CEO Jo Twist OBE said: “At a time of heightened discussion around AI – the opportunities this exciting tech presents, but also the fundamental challenges if the wrong policy decisions are taken now – these data are highly timely in highlighting the extent to which music fans, especially those in the UK, are fully aligned with artists and rightsholders in believing that human artistry must remain at the heart of the creative process.”