The future of creativity: Will.I.Am discusses AI’s impact on music and voice cloning, Shaggy & Cimafunk Visit SiriusXM's Miami Studios, Shaggy & Cimafunk Visit SiriusXM's Miami Studios / Jason Koerner/GettyImages

In a recent interview, delved into the profound implications of artificial intelligence (AI) on the music industry, particularly focusing on voice cloning and the future of creativity. The conversation shed light on the potential benefits and challenges that AI presents to artists and the essence of originality in the digital age.

AI as a beacon of hope for artists

The discussion opened with a poignant example of Beanie Sigel, who has utilized AI to replicate his voice following its deterioration. This instance was highlighted as a positive application of AI, offering a ray of hope for artists facing similar challenges. emphasized the importance of artists owning their “model” – the unique essence that includes their voice and creative signature. He argued that in the current landscape, where regulations are scarce, artists must have sovereignty over their digital representation to prevent misuse and protect their legacy.

"Listen up, y'all. I'm all about artists owning their own vibe, from the soul to the tech behind it. That's how we keep it real, you feel me? We gotta stay in control of our own sound, no doubt."

The risks of AI in voice cloning

Despite the optimistic outlook, also addressed the darker side of AI in voice cloning. Without proper governance, there’s a risk of “duping” and the spread of fake news, as AI could be used to mimic artists’ voices for nefarious purposes.

He stressed the need for systems that are trained and tuned to respect the artist’s intent, ensuring that AI cannot be exploited to put words in their mouths that they would never say.

"But let's keep it real, there's risks in this game. We're talkin' misinformation, loss of soul, you name it. That's why we need some rules up in here, some boundaries to keep things in check."

AI’s superiority in understanding algorithms

The conversation took a turn towards the competitive nature of the music industry, where AI’s ability to understand and manipulate algorithms could outpace human creativity. pointed out that as creatives, we are currently being dictated by algorithms, and AI’s involvement could further skew the originality in music production.

"Now, peep this. AI ain't just about music, it's about the whole creative game. I'm talkin' understanding algorithms, flipping the script on how we create. And who's gonna master that game? You guessed it, AI."

Redefining values in the age of AI called for a reevaluation of our values, questioning what we truly appreciate and consider “dope” in art. He suggested that as AI becomes more sophisticated, it challenges us to redefine sophistication and creativity.

"Let's get real for a sec. We out here celebrating likes and follows, but where's the love for critical thinking? We need to dig deep, y'all, 'cause that's where the real magic happens."

"I'm lookin' ahead, and I see AI takin' over more than just voices. We talkin' whole personalities, virtual interactions. But we gotta be careful, 'cause that ain't always gonna be the real deal, you know what I'm sayin'?"

In the evolving landscape of AI and creativity, encourages artists and society at large to prioritize authenticity, critical thinking, and ethical use of technology. As AI continues to shape the future of music and beyond, maintaining a balance between innovation and responsibility will be crucial.

Watch the full conversation below