Universal Music Group is continuing its forays into ethical AI by teaming with KLAY Vision Inc., which is developing "a global ecosystem to host AI-driven experiences and content, including accurate attribution, and will not compete with artists’ catalogs in traditional music services."

KLAY is led by executives such as former Sony BMG Music Entertainment Global Digital Business President Thomas Hesse, Google Deepmind's Björn Winckler and Ary Attie. The company is said to still be in "stealth mode" but will launch "in the coming months."

The move follows recent UMG partnerships with AI-focused companies such as Endel, ProRata.ai, SoundLabs and BandLab. CEO Sir Lucian Grainge (pictured) was recognized last week as the lone entertainment-industry executive on Business Insider's new AI Power List.

"We are excited to partner with entrepreneurs like the team leading KLAY, to explore new opportunities and ethical solutions for artists and the wider music ecosystem, advancing generative AI technology in ways that are both respectful of copyright and have the potential to profoundly impact human creativity," said UMG EVP/Chief Digital Officer Michael Nash.

Added Attie, "KLAY’s obsession is not just to showcase its research innovation but to make it invisible and mission-critical to people’s daily lives. Only then can music AI become more than a short-lived gimmick."

photo: Austin Hargrave