How Artificial Intelligence is changing The Relationship Between The Consumer and Brand in The Music Industry

Abstract: Purpose - The aim of this paper is to analyze Artificial Intelligence in the music industry in order to provide an indication of how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand. Design/methodology/approach - The study is based on a qualitative single case study method and it discusses how Spotify has incorporated Artificial Intelligence into its practices supportive of its branding strategy. Findings - This paper analyses the transformations Spotify has gone through to implement high levels of Artificial Intelligence into its practices. Driven by Artificial Intelligence, its personalized services compliment the connection between the brand and the consumer and is expected to continue influencing, potentially even strengthen this relationship in the future. Research limitations/implications - The single case study approach may limit the generalizability of the findings to other industries without further analysis. The newness of the topic limits the peer-reviewed research available; the potential to base research on past practices; and the number of literature models applicable to the study. Originality/value - Although some studies have discussed the practices of Artificial Intelligence based music discovery, no studies have analyzed how Artificial Intelligence is expected to continue impacting the connection between the consumer and the brand in the music industry. Keywords: Artificial Intelligence, Spotify, Music Industry, Brand and Market Orientation Matrix, STP model Paper type: Conceptual paper