Apple has acquired AI Music, a London-based startup that specializes in using artificial intelligence to create customized, dynamic music. According to those familiar with the deal, Apple may make use of the technology to improve its current audio offerings, including Apple Music, Apple Fitness+, and more.
Bloomberg reports that the deal happened in the last few weeks. Sometime in early January, the company’s social media profiles and corporate website were pulled from the internet. The company’s LinkedIn profile is still available. The profile reads:
Human creativity is the core of what we do. We are on a mission to redefine how we create, interact and experience music.
AI Music allows brands, developers and sonic adventurers access to our intelligent music library. Our goal is to give consumers the power to choose the music they want, seamlessly edited to fit their needs or create dynamic solutions that adapt to fit their audiences.
AI Music was founded in 2016 with the intent to help brands create “royalty-free adaptive music,” says an archived screenshot of their website. The intended audience seems to be for media, advertising, gaming, and social media. The company has worked in the past with outlets such as the BBC and Wired.