The acquired startup uses artificial intelligence to produce soundtracks that are automatically tailored to the user’s mood. For example: a fitness soundtrack that is adapted to the intensity of the training. This is Apple’s second consecutive musical acquisition, following the acquisition of the classical music streaming service Freeponic
Apple has acquired a startup called AI Music, which uses artificial intelligence to produce custom music – according to a Bloomberg report that relies on a source close to the deal. The move will allow Apple to incorporate the technology of the acquired company into its range of audio functions.
AI Music, based in London, was established in 2016 and employs about 25 people. The acquisition of it by Apple has been completed over the past few weeks. According to its official website – which now, in the face of the deal, is disabled – the technology it has developed makes it possible to produce soundtracks using non-copyrighted pieces of music, which are combined with each other by artificial intelligence.
The idea is to produce a dynamic soundtrack, which accompanies the user according to his mood, which is determined by the artificial intelligence algorithm based on the nature and variety of user interactions on the device. For example, the soundtrack used in training can adjust itself to the degree of intensity of the exercise.
On its LinkedIn page, AI Music writes that its goal is to “give consumers the option to choose the music they really want to hear, when it is precisely tailored to their needs, or to create dynamic audio solutions tailored to their business audience.” To date, the start-up has had business relationships mainly with advertising companies, to which it is possible to offer interactive ads in which the music is tailored to the audience.
Although for Apple it is a relatively small-scale transaction, it is interesting, as the giant company worth more than $ 3 trillion made very few purchases during the past year and spent only $ 33 million on it – this, compared to spending $ 2.5 billion on Acquisitions in 2020. Its previous acquisition, by the way, was also related to music: the start-up Primephonic, which has developed a streaming platform for classical music, which Apple intends to integrate into its services later this year.
Apple has so far not commented on the report.