Artificial intelligence is advancing rapidly and spreading across many sectors. At YouTube, recognizing the potential this technology holds, the company made a bold move to integrate AI into the music industry, as announced by Neal Mohan, the platform’s CEO, on a recent Monday: “We work closely with our music partners, including Universal Music Group, to craft an AI framework that aligns with our common goals.”
For now, the incubator will collaborate with a diverse roster of artists, including Anitta, Bjorn Ulvaeus, d4vd, Don Was, Juanes, Louis Bell, Max Richter, Rodney Jerkins, Rosanne Cash, Ryan Tedder, Yo Gotti, and the complete Frank Sinatra catalog.
“I look forward to working with Google and YouTube as part of this influential group of UMG artists to ensure that AI is developed responsibly and used in a respectful and ethical manner as a tool to empower artists,” Mohan said.
“Like any new technology, AI brings opportunities but also presents significant challenges for the creative community,” remarked Max Richter. The musician emphasized that the rapid evolution of technology and the music distribution landscape requires artists to have a seat at the table. “If artists aren’t part of the process, there’s no guarantee that our interests will be represented. We must participate in this conversation or our voices won’t be heard.”
To guide this effort, YouTube—founded in 2005—has outlined three core principles focusing on responsibility, trust, and security throughout the process. “The principles of our framework provide a solid base for YouTube and the music industry to navigate the world that awaits them,” the company notes.
three basic principles
The promise of AI has become a tangible reality as foundations for intelligent tools are laid and adoption grows among users. So far this year, a substantial portion of video views in the United States has related to AI tools, underscoring the momentum. Rather than shying away, YouTube and its partners across the music industry are embracing these innovations and committing to responsible adoption that respects the platform’s long-standing relationships and expertise.
To this end, YouTube introduced an incubator for artificial intelligence that will help shape how the platform collaborates with artists, songwriters, and producers. The roster already includes Universal Music Group and notable artists such as Brazilian singer Anitta, Björn Ulvaeus from ABBA, and Colombian Juanes, along with iconic figures like Frank Sinatra. This group will assist in gathering information about experiments and research on generative AI being developed on YouTube, informing the approach in practical terms.
A second point emphasizes authorship rights and the related licensing considerations, an area YouTube has prioritized in recent years. The platform intends to use content ID and other mechanisms to ensure rights holders are compensated for the use of their work. The goal is to refine methods that help artists and creators monetize their content on YouTube while continuing to work collaboratively with partners. The commitment to this principle remains firm as policies evolve.
The third pillar centers on community safety. YouTube aims to address issues around manipulated content, misinformation, and other potential abuses. Policies will guide what content can be used and how it is labeled, with a clear stance that while AI can unlock vast creative potential, boundaries are necessary. The company acknowledges that the power of AI is a double-edged sword and stresses a thoughtful, broad approach to protect viewers and creators alike. It recognizes the need to curb harmful uses, protect trademark and copyright rights, and prevent misinformation, all while leveraging AI to enhance creative expression. In San Bruno, California, YouTube remains committed to harnessing AI responsibly and transparently for the benefit of the music ecosystem.