AI, Music, JTBD Theory and Culture

Understanding Style in a World Shaped by AI

As we navigate a world increasingly influenced by artificial intelligence (AI), it’s essential to consider how AI impacts our culture, particularly in terms of artistic style. Style has long been a medium for expressing individuality, yet it’s not something easily protected by copyright. With the rise of advanced AI models, the potential for the overproduction of cultural content looms large, making it increasingly difficult to distinguish original works from those generated by machines.

This article explores the intersection of AI, artistic style, and consumer behavior through the lens of (Jobs-to-Be-Done) JTBD theory. By examining how AI reshapes the jobs people seek to accomplish—whether as creators, consumers, or cultural enthusiasts—we can better understand the challenges and opportunities that lie ahead.

The Role of AI in Shaping Style

AI's ability to replicate and generate artistic styles raises important questions about creativity and originality. For instance, consider how AI can now clone a singer's voice—imagine Jim Morrison’s voice singing every song ever written. While this may sound wild and crazy, the technology is already here, prompting ethical concerns about authenticity and the essence of human expression in art.

This influence extends beyond music. In Netflix’s documentary series The Andy Warhol Diaries, AI was used to recreate Warhol’s voice, blending it with live acting to produce a realistic portrayal. This innovative use of AI illustrates how technology is beginning to take a more prominent role in creative production, challenging our traditional understanding of originality and artistic integrity.

JTBD Theory and the Interaction with Style

From the perspective of (Jobs-to-Be-Done) JTBD theory, the way individuals interact with style—whether as creators, consumers, or cultural enthusiasts—can be seen as a series of “jobs” they seek to accomplish. These jobs are the underlying motivations that drive behavior, and understanding them is key to navigating the challenges posed by AI in the cultural landscape.

The Job of Expressing Individuality through Style

One of the most fundamental jobs that individuals seek to accomplish is the expression of their individuality. Style has always been a primary vehicle for this expression, but the rise of AI complicates this task. As AI-generated content becomes more prevalent, distinguishing between original works and machine-generated replicas becomes increasingly challenging.

For those trying to express their individuality through style, the job is not merely to consume cultural content but to select and engage with content that aligns with and amplifies their unique identity. This job becomes more difficult in a world where AI can generate endless variations of cultural content, potentially diluting the uniqueness that individuals strive to achieve.

The Job of Curating and Repurposing Content

Andy Warhol’s work in the mid-20th century redefined our understanding of style in art by blurring the lines between what is considered art and what is part of daily life. His influence laid the groundwork for today’s platforms like Instagram and TikTok, where the focus is less on creating something entirely new and more on curating and repurposing existing content.

In this context, the job to be done is to curate and repurpose content in a way that creates something new and meaningful. The challenge here is not just in the act of creation but in how one can reframe and recontextualize what already exists, especially in an environment saturated with AI-generated material.

DJing: A Case Study in Remix Culture

DJing, which emerged in the 1970s in the Bronx, is a quintessential example of remix culture, where existing sounds are reimagined to create something new. DJing is more than just a method of making music; it’s a form of expression, reflecting and commenting on cultural and social realities.

Today, with AI enabling unprecedented levels of manipulation and control over individual elements of a track, DJs must navigate the balance between innovation and authenticity. The job is not just to use AI to enhance their mixes but to push the boundaries of what is possible while maintaining a connection to the cultural and social realities that their art reflects.

For example, Native Instruments’ recent release of Traktor Pro 4 introduces stem separation technology powered by AI and iZotope’s acclaimed RX technology. This innovation allows DJs to isolate and manipulate individual elements of a music track—such as drums, bass, vocals, and other instruments—with remarkable precision. I had the opportunity to attend a product demonstration in Silver Lake California and was fortunate enough to win free access to this tool. After hands-on experience with this tool, it’s clear that while AI offers new creative possibilities, the core job to be done of creating an innovative and immersive auditory experience remains rooted in the DJ’s artistic vision.

Navigating a Saturated Cultural Landscape

As AI continues to proliferate, the potential for the overproduction of cultural content raises significant challenges. Cultural consumers now face the daunting task of navigating a saturated landscape to find content that is both meaningful and manageable. The job here is to identify and prioritize content that offers genuine value amidst a sea of AI-generated works.

Similarly, for cultural enthusiasts and content creators, the job is to ensure that the use of AI in art does not diminish the authenticity and originality that define human creativity. This involves critically evaluating AI’s role in artistic processes and advocating for practices that maintain the unique qualities of human-driven art.

The Last Beatles Song and the Future of Creativity

A recent real-world example of AI’s impact on culture is the release of The Beatles’ "last" song, Now and Then. Completed with the help of AI, this song demonstrates how technology can resurrect and finish works previously thought to be incomplete. However, it also underscores a crucial job to be done: preserving the authenticity and essence of human expression in art.

As AI becomes more capable of replicating and generating artistic styles, the line between human and machine-generated content blurs. For those invested in cultural integrity, the job is to ensure that AI’s role in art does not erode the authenticity and originality that make human creativity special.

Conclusion: Balancing Innovation and Authenticity

The interaction between AI and style is a complex landscape of evolving jobs. Whether the job is to express individuality, innovate within remix culture, or preserve authenticity, the underlying motivations driving these jobs remain deeply human. As AI continues to influence cultural production, the challenge will be to leverage its capabilities in a way that enhances, rather than diminishes, the human experience.

By understanding and focusing on the specific jobs that individuals are trying to accomplish, we can better navigate the future of style in an AI-shaped world. The key will be finding a balance—using AI to unlock new possibilities while preserving the unique, authentic touch that makes art truly meaningful.