Sonic branding, a strategic utilization of sound within a brand identity, plays a pivotal role alongside elements like logos, slogans, and URLs. The surge in sonic branding’s prominence for bolstering brand awareness and equity has led to a heightened need for unique music and sounds in marketing endeavors.
With the escalating demand for a vast array of content and advertisements, there is a notable inclination to leverage artificial intelligence for crafting brand-associated jingles, music, and sonic marks to streamline processes and reduce costs. However, the pivotal question remains: does AI-generated music and sounds surpass human-created ones? A recent study by Stephen Arnold Music (SAM) and SoundOut, prominent agencies in the sonic branding realm, suggests that, at present, human creativity reigns supreme.
Collaborating, SAM and SoundOut conducted tests to gauge the appeal and emotional impact of brand music produced by generative AI versus compositions by human creators on a sample of over 200 consumers. The study scrutinized four categories of compositions: AI-generated, AI with human modifications, solely human-generated, and human compositions enhanced by AI adjustments. The research involved a renowned AI platform. Both the AI system and a human composer from SAM were tasked with composing a piece featuring a somber yet emotive tone, an inspirational resolve, and a core instrumentation comprising piano, strings, guitar, and vocals.
The blind test results depicted that all compositions garnered high appeal scores, surpassing the 70% “excellent” baseline, with human compositions leading at 78%. Despite the positive reception for both AI and human creations, the study unveiled that AI involvement led to a decrease in overall appeal. Notably, the appeal rating for human compositions dipped to 74% when supplemented with AI modifications.
Moreover, concerning emotional resonance, human-crafted tracks resonated more effectively with the brief, embodying attributes like loving, discerning, sincere, easy-going, organic, and dreamy. Conversely, AI-generated tracks excelled in attributes such as precision, corporate feel, scientific essence, focus, and visionary outlook.
David Courtier-Dutton, the Founder of SoundOut, emphasized that while humans excel in evoking emotions, AI’s ‘by-the-numbers’ approach is rapidly catching up. The study showcased that while AI’s creative prowess is evolving, there’s room for enhancement in technical empathy.
In essence, the study underscores that human compositions outshine AI-generated content in appeal and emotional accuracy. However, a blend of human creativity and AI intervention can yield highly engaging music. SAM’s collaboration with AI not only enhanced emotional accuracy but also boosted overall appeal, showcasing the potential of such partnerships in the creative realm.
