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Italian tech entrepreneur Michele Arnese, trained as a classical musician, discusses the power of AI in sonic branding and creating adaptable compositions. He shares his entrepreneurial journey and the rise of podcasts, brand sounds, and the impact of AI on media. The conversation also explores how AI is transforming the advertising industry and the role of creatives in leveraging AI for personalization and real-time sound creation.
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Quick takeaways
- AI revolutionizes sonic branding by creating unique sonic identities for brands and predicting consumer reactions.
- AI enables the creation of sound at scale, maintaining brand consistency and enhancing the work of creatives.
Deep dives
The Power of AI in Sonic Branding
Michaela Arnaz, founder of AMP, discusses how artificial intelligence (AI) is revolutionizing the field of sonic branding. Using AI, his company creates unique sonic identities for brands by combining different musical elements. The sonic DNA, a flexible sonic system, allows for the creation of recognizable yet diverse sounds. AI is used to test different creative options and predict consumer reactions. The technology can also identify sound gaps in the market and adapt brand sounds for various touchpoints. However, Arnaz emphasizes that AI is not a replacement for human creativity, but rather an invaluable tool for enhancing the sonic branding process.
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Listen to the best highlights from the podcasts you love and dive into the full episode