YouTube has partnered with Universal Music Group and various artists, including Rosanne Cash and Don Was, to explore the potential of artificial intelligence (AI) in the music industry. The Music AI Incubator, which also includes rapper Yo Gatti and the estate of Frank Sinatra, aims to experiment with AI tools and gather feedback to encourage more artists to engage with this technology, according to Universal Chief Executive Lucian Grainge's blog post on Monday. The initiative aligns with YouTube's focus on helping artists and creators monetize their content on the platform, collaborating closely with partners to achieve this goal, said Molan. However, the rise of generative AI tools has raised concerns about unauthorized use of creators' work to generate new songs. This concern was highlighted when a viral song featuring AI-generated voices resembling Drake and The Weeknd was removed from streaming services after garnering millions of views and listens. In response, record labels, including Universal Music, have taken steps to prevent unlicensed AI services from mimicking their artists' music. Universal Music's recent partnership with YouTube reaffirms their proactive approach in managing AI-related risks.

Earlier this year, Universal also signed a deal with sound wellness company Endel, allowing its artists and labels to use AI technology to create customized mood music. YouTube outlined three key principles in approaching AI, acknowledging both the challenges and benefits it poses, such as trademark and copyright abuse, but also the potential to identify and respond to such issues. The platform committed to investing further in AI-powered technology to protect its community of viewers, creators, artists, and songwriters. While some in the industry, like Grimes, have embraced AI technology and its possibilities, others have stressed the importance of controlling its usage. Analysts from Goldman Sachs and Citigroup have expressed optimism about AI's potential in the music industry, highlighting opportunities for IP owners and the ability to maximize the value of historic assets. In the coming months, YouTube plans to share more details on specific AI technologies, monetization opportunities, and related policies.