‘Every label in the world is delivering AI’: Apple Music executive says over a third of uploads are ‘100% AI’ as it clamps down on AI fraud

• Oliver Schusser from Apple Music says a third of uploads are AI-generated
• Despite this, only 0.5% of all users are engaging with this content
• Apple Music has plans to combat the AI epidemic even further

Apple Music has become the latest music streaming service to be hit with the influx of AI-generated content, says its VP Oliver Schusser — but it’s reaching only a very small percentage of all users.

Speaking with Billboard ($/£), Schusser shed light on the state of AI music in Apple Music’s library, sharing that “more than a third of what (Apple Music) get(s) today is actually what we would say is 100% AI”.

It goes to show that it’s becoming easier for labels and distributors to submit music that’s completely made using AI, and Apple Music isn’t the only service that’s facing this epidemic. Just last week, Deezer declared that nearly half of the new music submitted to the platform is AI-generated, resulting in the company’s decision to stop offering hi-res versions of these songs.

So, how is Apple planning to put out the AI fire? Well, Schusser went into further detail in his interview. “We’ve never talked about this — but we’ve developed technology in-house that would allow us to exactly see what music people are delivering us, what AI (model) it is and all that,” he reveals, likely referring to Transparency Tags.

Back in March, Apple sent out a letter to industry partners revealing its plans to roll out ‘Transparency Tags’, a new metadata system to help flag AI-generated and AI-assisted music. This means labels and distributors can disclose whether AI has been used in a song’s production when submitting to Apple Music. Though it’s optional, Schusser made it clear that he “really need(s) the content providers and the labels to take responsibility”.

There’s no denying that fully AI-generated music is cropping up in the best music streaming services, but Schusser unveiled an interesting statistic that may come as a surprise: despite the rise, it’s not having a huge impact on users’ listening and engagement habits. “The reality is, the usage of the AI music on Apple Music is really tiny. I’m rounding, but it’s below 0.5% of usage. We’re just at the beginning here,” he told Billboard — but fraud is still rife.

This is another issue on which Apple Music is clamping down, but it’s been doing this since the good old iTunes days: “This has been a 20-year journey because there was fraud, obviously, in iTunes already,” Schusser said, which led to the introduction of Apple’s fraud penalty. The company also doubled this penalty as of this year.

But the battle isn’t over, as Schusser puts it, “We invest way more than anyone else in reducing and eliminating fraud. We implemented a fraud penalty four years ago, where if we catch someone, then we actually take the money and put it back in the pool. We need to monitor AI music because there’s a correlation between AI and fraud”. He also shared that Apple has seen a “60% reduction” in fraudulent uploads after implementing the penalty.

As it stands, I’ve been one of the lucky ones not to have run into AI-generated music flooding my recommendations in Apple Music as well as Spotify, though the latter has come under significant scrutiny for housing AI slop. Like other platforms, Spotify is also working toward safeguarding users by removing 25 million AI tracks in the last 12 months, and devising a solid AI combat strategy for the future.

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