Innovation in the age of AI

The evolution of innovation through culture is reshaping creativity, human experiences, and the ways brands connect with audiences. At the forefront of this shift is artificial intelligence (AI), creating profound emotional connections that reflect and resonate with cultural movements. In 2024, this was increasingly evident in music, art, and sports—where AI is not just a tool but a transformative force. A fitting example of this intersection is Taylor Swift's Eras Tour, which wrapped up in December. 

Swift, known for her innovative and fan-centric approach, exemplifies how AI can redefine the intersection of culture, technology, and audience connection. Her Eras Tour not only showcased her artistry but also revealed how she leverages AI to enhance event safety through facial recognition technology. Swift is well-known for her direct-to-fan engagement. But how does she do it? She employs AI-driven analytic tools to understand fan behavior and preferences, allowing her to tailor her content and interactions to meet their expectations. This personalized approach has helped Swift maintain a strong connection with her fanbase and keep them engaged with her music 

Some other examples of how AI can play a role in live music include AI-powered visuals, AI-driven sound design, and AI-supported stage lighting.  

How might your brand or product marketing team build more cultural connections using AI? 

AI innovation is redefining possibilities in the music industry, not only for emerging stars but also for veteran and even deceased artists. It serves as an equalizer, allowing established artists to extend their careers, reconnect with fans, and even explore uncharted creative territories. A poignant example of this is Brenda Lee, the legendary voice behind “Rockin’ Around the Christmas Tree”. After suffering a stroke, she partnered with Universal Music Enterprises to use AI to recreate her teenage voice and produce a Spanish rendition of the classic holiday hit. 

Thinking ahead to future influencer marketing and co-creation projects, how might partnering with an expanded set of influencers (alive, older and deceased) open new avenues to connect with broader audiences that span generations? 

The future of AI is also coming to sports. For team sports, the technology allows referees to make better calls in the moment, on the field. For more nuanced competitions, judges are using AI to reduce subjective scoring.  

Take gymnastics, for example. The AI-assisted Judging Support System (JSS), developed by Fujitsu in collaboration with the International Gymnastics Federation (FIG), uses high-definition cameras to capture and analyze the movements of gymnasts in 3D. This impartial system helps provide the human judges with precise scoring insights. The technology is able to track the gymnast's every movement during a performance and then compare these movements to a vast database of recognized gymnastic elements. In real time the system automatically generates a score just like a human judge would, based on the same criteria of both difficulty and execution. The introduction of AI in gymnastics judging is helping reduce human error, provide more consistency in evaluations, and help eliminate human emotions in scoring. 

Thanks to the integration of AI into sports, athletic communities are setting new standards for precision, fairness, and engagement. 

How might this technology open the door to brand partnerships, sponsorship opportunities, or fan engagement strategies? 

It’s time to rethink brand collaborations. With AI-enhanced projects there are big opportunities for storytelling that align with beloved artists, athletes, and influencers who have cultural significance. Emotional resonance is elevated as AI bridges the gap of nostalgia and innovation, allowing fans to experience music, art and sports like never before. 

Like Brenda Lee, how can we use AI to ensure legacy continues to inspire creative ways to supercharge innovation?