Why AI Won’t Kill Creativity, But Will Demand More of It

Guest Post: Helmuts Bems, CEO of Sonarworks, shares his insights on the evolving role of AI in shaping the future of the music industry.

The music industry is no stranger to disruption. But what we’re living through now isn’t a shift—it’s an inflection point. AI isn’t just a new plugin or another hype wave. It’s changing the physics of creativity itself. It compresses production time, expands access, and pushes creators to confront something few industries ever do so directly. In this article, I’ll share how I see AI transforming the music industry in 2025—and what we should embrace, fear, and reimagine before it’s too late.

AI Is Already in the Studio (And Everyone Knows It)

Let’s be honest: AI tools are everywhere. Producers are quietly using AI to ideate faster. Sound engineers are experimenting with AI mastering. Vocalists are turning raw takes into something otherworldly with voice transformation plugins. What surprised me most in our research? Nobody wants to talk about it publicly, perhaps because using AI still feels like cheating, like it violates some sacred principle of authorship.

But behind closed doors, almost every professional I know has tested, used, or quietly adopted AI tools in their workflow. Why? Because deadlines don’t care, budgets don’t wait, and AI works.

The Paradox—AI Is Both Threat and Salvation

I’ve said it before: the biggest threat to artists isn’t AI assistance—it’s AI replacement. Ironically, the very tools meant to empower creators are also what protect them from being overtaken by fully synthetic music. Here’s how I see the playing field for broad music industry groups and the likely outcome for them in the AI era:

Producers and composers: These are the biggest winners if they adapt early
Session musicians: These folks are at risk—especially in commercial work
Indie artists: They may be empowered creatively, but crowded economically
Record labels: As the primary defenders of legacy systems, they face serious challenges
Platforms & AI toolmakers: They stand to gain the biggest share of future revenue

The music industry is now a productivity economy, and output matters more than ever. But so does identity—the human fingerprint in a sea of generated content.

Creativity does not equal volume – it equals meaning

AI will soon outpace humans in the sheer volume of music it can produce. But it still struggles with intent. It can mimic form, genre, and tone. But can it channel heartbreak, rebellion, longing? Can it surprise you in a way that feels… divine?

In the underground jazz shows I still love to attend, there’s something transcendental in the room. You can’t code it – you have to feel it. My belief? The spark of music lives in the tension between precision and imperfection. AI will make everything easier—but that doesn’t mean it will make everything better.

What the Next 10 Years Look Like

While I don’t believe in static forecasts, I can provide my own directional vision:

By 2026, we will see the following:
– AI-assisted plugins will become standard in every DAW
– Labels will start tagging “human-made” music, much like organic food
– Lawsuits over training data will reshape music copyright law

And by 2030:
– Real-time AI music generation will become viable for gaming, fitness, and immersive apps
– Personal music engines trained on human biometrics and mood will begin to dominate consumer experiences
– Human performance will return as premium art (live, raw, unfiltered)

And by 2035:
– We’ll see the first AI-only artist with a Grammy
– We’ll pay a premium to watch a human play a Steinway in a quiet room, just to remind ourselves what expression really means

Final Reflection: What Should Artists and Industry Leaders Do?

In summary, in my belief, this new era will not reward complacency, but will reward adaptation with integrity.

If you’re a creator:
– Embrace AI as a tool, not a threat
– Build a brand that reflects your humanity, not just your output
– Learn to produce, curate, and promote smarter you’re in business:
– Understand that your competitors may not be other humans
– Rethink how rights, royalties, and reputation are valued in the marketplace
– Anticipate a new model where platforms have power, but realize that trust is currency

— By Helmuts Bems, CEO of Sonarworks

“The one who will change, will survive.”
— Latvian proverb