- Just 42% of 18-24-year-old artists say AI expands creative possibilities, compared with 73% of artists overall
- 86% say human-made music strengthens emotional connection and 81% believe human-created content is becoming a premium
- 89% say maintaining control over their music, data and creative identity will define their long-term success
Stockholm, Sweden, October 20, 2026: The youngest generation of artists is significantly less convinced by AI's creative promise than artists overall, according to Epidemic Sound's new report Optimism, Ownership & Identity: How Artists are Defining the Next Era of Music. It challenges the assumption that the artists who have grown up closest to AI will be its most enthusiastic creative adopters.
The survey of 1,000 artists across the UK and US found that just 42% of 18-24-year-olds say AI expands creative possibilities, compared with 73% of artists overall. Younger artists are also less likely to say AI enables experimentation (54% vs 77% overall) or will increase opportunities for artists (40% vs 70%).
Artists overall remain open to what AI can enable: 84% believe it can enhance human creativity when used responsibly and 80% expect their use to increase over the next year. But the findings show artists drawing a clear line around the role they want technology to play: supporting human creativity rather than diminishing the identity, connection and control that give their work value. 86% say human-made music strengthens emotional connection with audiences, 81% believe human-created content is becoming a premium offering, and 89% say maintaining control over their music, data and creative identity will define their long-term success.
The findings form the third instalment in Epidemic Sound's The Sound of Creativity series, Optimism, Ownership & Identity: How Artists are Defining the Next Era of Music, a report exploring how AI is reshaping sound, content creation and creativity across creators, brands and artists.
Artists see a role for AI, but not at the expense of human creativity
Across the wider artist sample, 77% say AI enables experimentation they would not otherwise explore, while artists identify faster production and distribution (45%), greater independence (35%) and reaching new audiences (31%) among the opportunities it could enable.
But the research suggests artists see technology as supporting rather than defining the creative process. Human-made music, emotional connection and the identity behind the work remain central to how they think about value.
I'MIN, multi-genre Korean pop/R&B singer-songwriter, said: "Technology has always been part of making music, and I'm open to the inspiration new tools can offer. As a songwriter, though, I care about whether a song feels true to what I'm trying to say. A big part of the connection with listeners is knowing there's someone behind the music who means it.
"That's why I think listeners deserve to know whether music is human-made or AI-generated, with a clear distinction between using AI for inspiration and having it create the song. Disclosure gives listeners that context and helps the writing, judgement and care an artist brings to the music remain visible. For me, that honesty is part of respecting the people who listen."
Control and permission are the terms of participation
Artists' openness to AI comes with clear expectations around how their work is used and protected. 89% say maintaining control over their music, data and creative identity will define their long-term success, while 98% place importance on permission before AI systems use their music or voice.
Their biggest concerns include fully AI-generated tracks being released without disclosure (47%), AI replicating their unique voice or style (44%) and AI systems being trained on their work without permission (42%).
Transparency matters too: 79% say disclosure around AI use is essential for trust, while 78% say audiences should know whether content is human-made or AI-generated.
Erik Wahlberg, Chief Executive Officer of Epidemic Group, said: "What stood out to us from this research is that artists aren't asking the industry to choose between technology and human creativity. They're telling us much more clearly what role they want technology to play.
"AI can open up new possibilities around music, but the creativity, identity and emotion behind that music must remain human. For those possibilities to create real value, artists need transparency, permission and control over how their work is used.
"For the industry, that means treating rights as a foundation for innovation, not something to solve afterwards. The strongest AI businesses will be those that give artists and rights holders confidence to participate, knowing their work is protected and that they share in the value technology creates."
Explore the full findings in Epidemic Sound's Optimism, Ownership & Identity: How Artists are Defining the Next Era of Music report.
Methodology
Epidemic Sound surveyed 1,000 artists across the UK and US. The interviews were conducted online by Sapio Research in March-April 2026 using an email invitation and an online questionnaire.
Sapio Research is a B Corp Certified full-service market research agency. Sapio Research is an MRS Company Partner and employs members of, and abides by, the MRS Code of Conduct and ESOMAR principles.
For more information, please contact:
Filippa Lindman
Senior Brand Marketing & Communications Manager
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About Epidemic Sound
Epidemic Sound is a global leader in music and sound for content creation, offering an extensive catalog that's heard over 3,5 billion times every day. Its user-friendly licensing model allows brands and creators to access music with full usage rights while providing tools to elevate their content. Epidemic Sound partners with artists across all genres, providing them with financial support through a 50/50 royalty split, upfront payments, and bonuses. With the world's only 100% IP-owned, worry-free catalog of music and sound effects powered by innovative software, integrations, and AI solutions, Epidemic Sound is the world's leading soundtracking platform.
