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Attitudes towards AI revealed for the first time in largest global study of its kind

~ 79% feel human creativity remains essential to the creation of music ~

~ 76% feel that an artist’s music or vocals should not be used or ingested by AI without permission ~

~ 74% agree that AI should not be used to clone or impersonate artists without authorisation ~

27 November 2023 – Today, IFPI, representing the recording industry worldwide, has shared findings on attitudes to artificial intelligence from the biggest study of music fans in the world.

The research comes from the forthcoming Engaging with Music 2023, IFPI’s global report examining how fans around the world engage with, and feel about, music. With responses from more than 43,000 people across 26 countries, the report is the largest music study of its kind and the most detailed insight into fan thinking.

This year, for the first time, the report includes a section dedicated to artificial intelligence (AI) as the technology’s rapid advancement continues to present both opportunities and challenges for the music business and for artists.  What is clear is that fans deeply value authenticity – nearly eight-in-ten music fans (79%) feel human creativity remains essential to the creation of music.

For fans aware of generative AI’s ability to take and copy existing artists’ repertoire, authorisation for the use of any artist’s music is seen as absolutely non-negotiable: 76% feel that an artist’s music or vocals should not be used or ingested by AI without permission. Further, 74% agree that AI should not be used to clone or impersonate artists without authorisation.  The vast majority of fans also support the need for transparency, as 73% agree that an AI system should clearly list any music that it has used.

Frances Moore, IFPI’s Chief Executive, said: “While music fans around the world see both opportunities and threats for music from artificial intelligence, their message is clear: authenticity matters. In particular, fans believe that AI systems should only use music if pre-approved permission is obtained and that they should be transparent about the material ingested by their systems. These are timely reminders for policymakers as they consider how to implement standards for responsible and safe AI.” 

The Engaging with Music 2023 report findings on AI include:

There is already good awareness of AI among music fans, with many using it and interested in its capabilities. 

89% are aware of AI 

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Nearly eight-in-ten music fans (79%) feel human creativity remains essential to the creation of music. 

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— For fans aware of AI’s capabilities —

Authorisation for the use of music is seen as extremely important:  

76% feel that an artist’s music or vocals should not be used or ingested by AI without permission  

74% agree that AI should not be used to clone or impersonate artists without authorisation.   

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The vast majority of fans also support the need for transparency:  

73% agree that an AI system should clearly list any music that it has ingested or used for training.  

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Fans also recognise the need to set rules for AI systems: 

70% agree there should be restrictions on what AI can do  

64% say governments should play a role in setting restrictions in what AI can do.

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Download infographic here.

ENDS

About IFPI

IFPI is the voice of the recording industry worldwide, representing over 8,000 record company members across the globe. We work to promote the value of recorded music, campaign for the rights of record producers and expand the commercial uses of recorded music around the world.

For further information please contact:

press@ifpi.org | +44 (0)20 7878 7979