[Edaily Starin KIM HYUNSIK Reporter] As the use of generative artificial intelligence (AI) expands across the popular music industry, analysts predict that human artists’ unique intellectual property (IP) and their relationships with passionate fans—known as “superfans”—will become key factors determining future competitiveness.

◇As AI Use Increases, the Unique Value of Humans Comes to the Forefront
Choi Seon, Chairperson of HYBE’s Creative Team, predicted on the 4th at the “2026 MWM Conference” held at the Cube Convention Center in Sangam-dong, Mapo-gu, Seoul, under the theme “The Era of AI Transformation (AX): The Music Industry’s New Value Chain,” that “in the AI era, the value of human-created intellectual property (IP) will command the highest premium in human history.”
Choi Seon noted that the scope of AI applications is expanding beyond songwriting and composition to encompass the entire music industry value chain, including distribution, music recommendations, and rights protection. He also highlighted examples such as Universal Music Group (UMG) developing AI creative tools exclusively for artists and utilizing AI to enhance recommendation technologies.
The use of AI is also becoming commonplace in the domestic music production scene. Lee Yu-gyeom, CEO of Mound Media’s Distribution IP Division, explained that AI is being used as a辅助 tool in processes such as conveying the direction for arrangements, enhancing video special effects, and creating guide vocals for demos.
Amid this, a new challenge has emerged at the distribution stage: filtering out AI-generated music and verifying rights. Kim In-ho, Head of the Music Business Division at YG Plus, noted that the importance of verification processes to distinguish between tracks created using AI and those created primarily by human creators is growing.
Team Leader Choi Seon predicted that as the use of technology increases, the rarity of experiences created by humans will actually rise.
“Rather than the music itself becoming commonplace, what matters will be whether it offers irreplaceable value,” he said. “Paradoxically, a single line of lyrics born of deep anguish, a compelling narrative, and analog live performances will hold a strong appeal.”

◇“Irreplaceable Connections Are More Important Than More Music”
Dora Jin, Head of Business at Tencent Music, revealed that the share of AI-generated music on her company’s platform rose from 5.2% in 2024 to 21.4% last year and 44.1% this year. This represents an approximately 8.5-fold increase in just two years.
However, she noted, “While AI may make the supply of content infinite, competitiveness will stem not from more content but from irreplaceable values—such as the narratives and sense of belonging built with fans”—adding, “This is because such elements cannot be generated by AI.”
He went on to emphasize, “The value of experiences where fans do more than just listen to music—where they form emotional connections with artists and participate in their narratives—will grow.”
In line with this, Tencent Music is rolling out initiatives to expand touchpoints between fans and artists, such as tickets, photo cards, screenings, exhibitions, and new-song pop-up events.
Dora Jin, General Manager, remarked, “We have entered an era where merely serving as a music distribution channel is no longer sufficient,” adding, “It is the role of platforms to establish a framework that embraces technological advancements while ensuring creators’ rights are not compromised.”
The “MWM Conference,” a music industry event hosted by the Korea Music Industry Association (KMIA), marked its fourth edition. This year’s event was held in conjunction with the “2026 Global Music Fair” (MU:CON 2026), organized by the Ministry of Culture, Sports and Tourism and the Korea Creative Content Agency.
In his opening remarks that day, Woo Seung-hyun, Chairman of KAPMI, emphasized that since AI influences everything from music creation to distribution, consumption, and revenue sharing, the industry must establish standards and principles to uphold collectively.
“Unlike in the past, technology is influencing not just a specific stage but the entire process—from the creation, distribution, and consumption to the distribution of music,” he said. “We must consider what to embrace and what to guard against, where to find opportunities to turn into competitive advantages, and what standards and principles to establish.”