We would need a human brand (likely an entertainer) to partner with a machine learning model in a way that elevates both brands. An example of such a co-branding exercise could be Timbaland's launch of an AI pop artist, Tata.

Timbaland is using his brand to build momentum behind an AI artist that uses tools like Suno to create AI-generated music that garners real streams, sales and revenue. Timbaland is an early adopter of AI technology in the music industry, but he is paving the way for more AI artists and cobranding efforts made by artists, labels and music execs. While this new way of making music is controversial, I can admit that it is profitable. And, while we haven't seen the effects it will have on Timbaland's brand long term, we can see his brand gaining significant momentum top of funnel.

Looking ahead, how do you see the relationship between human creativity and AI intelligence shaping the future of marketing and branding? Do you see this as a co-branding opportunity where the two combine, and how should humans and brands adapt?

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Benjamin Paul, MSM

Web & Marketing Analyst

at James Avery Artisan Jewelry

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