Meet Tilly Norwood. She’s everything Hollywood could ever dream of. Her beautiful brown locks. Her poreless skin. Her 24/7 work ethic. Most importantly, she won’t age a single minute. Created by Particle6’s Eline Van Der Velden, Tilly is an AI-generated actress, who is said to be paving her own path for a new genre of AI actors and films (1). We’ve already seen, expectedly, uproar from actors with the recent criticism from actors union SAG-AFTRA, calling it “a replacement of human performers by synthetics”(2).

Though, for Hollywood and the movie industry, it may seem easier to call out the rise of AI in displacing human creativity considering the conspicuousness of a synthetic woman acting out a scene. It’s perhaps not only because the sight of a non-human engaging in human conversations is awkward; after all, animated films still captivate audiences and the box office. But, the underlying factor may be the uncanny valley effect, where we, as viewers, question objects that verge on human appearances, but fail entirely in appearing human. We even raise our eyebrows at bad CGI; refer to the reception to Tarkin in Rogue One: A Star Wars Story (3).

However, before AI entered the final stage of long-form entertainment, it seeped into the media ecosystem on the wings of seemingly harmless melodies. As benign as they present, most lo-fi beats playing in the background as we attend to our studies are AI-generated (4). Though this particular kind of music fulfills a certain purpose–simple background music to calm the listener–it evolves into songs with lyrics generated by AI, or even sung by AI, and ultimately reaching the charts, fooling everyone.

Say hello again to Xania Monet, an AI-generated R&B singer, created by Talisha Jones with Suno. Her streams have amassed millions, while Jones negotiated a $3 million record deal, approximately, with Hallwood Media(5). As personal a medium music is, listeners may stray away from the artificial sounds of Monet, but little do they know that the algorithms of music streaming apps incentivize these AI-generated artists. They even go as far as to purchase streaming bots that add to the monthly listeners for these “artists” to add to their credibility. How has AI affected the music industry, and if there are any, what are the boundaries to its exposure to art?

Recent Trends

Even though it may seem the use of AI in the music industry is a relatively new and noticeable phenomenon, it’s used in spaces where music listeners don’t often explore. According to a recent study in Gitnux, 45% of record labels are investing in AI-driven tools in production and mixing and mastering (6). Moreover, 52% of record labels believe AI helps them identify future hit songs and chart performances (6). Specifically, record labels who have directed methods of promotion from traditional outlets such as television toward social media platforms like TikTok, Instagram and YouTube, rely on the AI within social media platforms to configure how songs are discovered by new listeners(7). What’s surprising is that we are entirely blind to how many of our favorite and most-listened songs have undergone AI treatment in any step of its creation process.

It’s quite reasonable to understand why record labels may employ AI in any aspect of their industry. As profit-driven companies, record labels could cut down on investing in songwriters, producers, while sacrificing the classic appeal of a musician. With 65% of record labels using AI for music creation, AI-generated music is projected to generate $1.5 billion by 2025 (8).

At the same time, labels have been feverishly protecting their artists, songwriters, and producers from the infiltration of AI. As it is known, AI, when writing, producing, mixing, or mastering, is using current and past music catalog, identifying patterns, in order to generate lyrics and create instrumentals. Of course, most of the current and past music catalog, represented by artists currently on the label’s roster, or owned by the label, are worth protecting. Last June, music label conglomerates Sony Music, UMG, and Warner Records sued AI companies Suno and Udio for copyright infringement(9). These AI companies were using music by the labels’ artists to generate AI-versions of such music.

Considering the duality of record labels in implementing AI in their practices, but also vehemently opposing other AI companies from exploiting their artists, it is worth questioning where do we draw the line when it comes to AI in creative spaces? Does the use of AI in simple fine-tuning of a finished song still contribute to AI in songwriting, or producing? And when AI generates songs that are consumed, who owns these creations? Does it belong to the artist whose catalog the AI based their creation on? Who ends up benefiting from AI in creative spaces? These questions are still left unanswered.

How AI affects Artists and Industries

The recent conversation surrounding AI music and artists began with “The Velvet Sundown,” a rock band with more than 1 million monthly listeners on Spotify, who was revealed to be AI-generated. Their most popular song “Dust on the Wind” has topped the charts in Sweden, which shows some appeal with AI-generated music (10). Many artists in the music industry have raised valid concerns about the rise in AI-generated music and AI music creation, signing a petition from the Artist Rights Alliance; notable artists include Billie Eilish, Katy Perry, and Nicki Minaj, to name a few (11).

For artists, certainly there are AI uses that can be beneficial in production and composition. But the nefarious effects lie in siding with AI-generated statements based on statistics and abstract values over their own creative decisions. For independent artists, a Gitnux study indicates that 82% believe AI can be beneficial in their music creation, lowering the barriers for access to songwriting camps, production tools, and promotion (12). AI’s impact is not limited to the music industry. For film, publishing, gaming, and marketing, AI is used to copy the likeness of existing or past celebrities for their own incentives.

Case Study on Spotify

Spotify, a major music streaming service, has navigated the new waters of an inevitable presence of AI in music. Certainly, there are parts of their service that will always be dependent on AI such as its algorithm for music recommendation on “Discover Weekly” or “Daily Mixes.” For many consumers, this curation and discovery of new music are likely convenient to using Spotify.

At the same time, Spotify is partnering with record labels mentioned earlier as well as rights-holders such as Merlin Network to develop responsible AI music products (13). While no specific details have emerged as of late, it is certainly in the right direction for Spotify to protect artists as issues such as undercompensation of artists’ work on Spotify has been a major issue (14). In addition, with the rise in false, spam tracks on the platform, Spotify has revealed its removal of 75 million of these tracks, most of which generated by AI (15). Their policy is to introduce a 1000-stream minimum for royalty payments to filter out spam artists and songs, which could be a double-edged sword, when interpreted in the undercompensation issue.

Questions to Answer

With the rise of AI in all parts of society, there are definitely difficulties AI assuages. However, its entry into creative spaces, which has been bound to happen, is always concerning. But we can agree that there must be a balance between quantity and quality; quantity, that is at the expense of displacing so many of our human artists. So how do companies ensure AI doesn’t influence their artists or compromise authentic work, and how can consumers play a role in preserving art? Shall we?

This article is part of The Outside World, ftrprf’s very own research center.

For organizations, it’s pivotal to thoroughly understand what is happening in society. We help companies generate comprehensive insights into societal change and its potential effects on their strategy and operations, both negative and positive. With actionable societal insights, courageous plans, and a can-do mentality, we connect the outside world to your company's strategy. For these outside-world insights, we use a rigorous methodology that includes data processing, quantitative and qualitative analysis, and a thorough review process to ensure the accuracy and consistency of our findings.

For more information, please contact theoutsideworld@ftrprf.com.

At The Outside World, our very own research center, we keep a pulse on global developments through a societal lens. As part of this mission, we’ve created The Outside World Journal—a weekly digest delivering a curated selection of the most compelling news insights with our interpretation of why this matters and what the consequences for society might be. Read the journal here.

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“Spotify Made £56m Profit, but Has Decided Not to Pay Smaller Artists like Me. We Need You to Make Some Noise | Damon Krukowski.” The Guardian, November 30, 2023. https://www.theguardian.com/commentisfree/2023/nov/30/spotify-smaller-artists-wrapped-indie-musicians.
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Next articleRedefining Work in the 21st Century with the Gig Economy

The way people work has changed, and the old concept of a steady income from 9 to 5 is no longer the norm. The work pattern of gig-job workers who complete errands and dispatch work through platforms has inspired the 21st century to become the era of the Gig Economy (1). Any time you order food for delivery or use a rideshare app, you are contributing to the gig economy (2). If you need some help designing your website, you can more than likely find the right person for the job on apps like Fiverr, Freelancer, or Upwork (3). The gig economy is both transforming how work is done as well as reshaping opportunities, empowering workers, and redefining what it means to earn, create, and innovate in today's world. The rise of the gig economy opens doors, but it also sparks a pressing question: can workers truly thrive in this new era of flexible labor? The gig economy involves the exchange of labour for money between individuals and companies through digital platforms that facilitate matching between customers and providers. These labours are short-term or on a payment basis by tasks that provide the opportunity to build career paths while being innovative (4,5). Examples of gig workers are independent contractors, project-based workers, freelancers and temporary or part-time hires. The gig workers are mainly connecting through gig apps and digital platforms (6). Gig economies do vary across platforms which are undertaken by the independent workers. Some people do it for a living, while others have it as a side hustle on a part-time basis, during weekends or evenings. You can distinguish between gig workers who are participating in “crowd work” or “app-based work”. Crowdwork is posted by a requester on an online platform and also delivered online, while app-based work are services that are delivered on-site or so called in-person services (7,8). The popularity and growth of the gig economy has reshaped traditional employment towards favoring temporary, task-oriented work structures. Digital platforms facilitate gig work across a wide range of industries, from transportation and delivery services to freelance and creative sectors. Its growth has been encouraged by technological progress, changing worker preferences, and the increasing demand for flexible labor solutions. Advocates emphasize the opportunities for economic empowerment and innovation that gig work can provide, whereas critics point to issues such as potential worker exploitation and gaps in regulation. This paper examines both the advantages and challenges of the gig economy, assessing its implications for long-term labor sustainability (9). The rise of gig employment has often been more positively welcomed by nations and organizations with lower and moderate income where concerns such as labour regulations and rights for workers are tied to promote financial growth. This has gained great importance in the post-pandemic world as work-from-home became a key priority during the pandemic (10). The gig economy's global footprint has expanded substantially. Ride-sharing platforms like Uber and Lyft dominate the market, contributing 88% of the global gig economy’s gross volume in 2025. Airbnb also dominates in the gig market worldwide (27). In 2023, the global gig economy was valued at approximately $3.7 trillion, with independent contractors accounting for the majority of this revenue (11). By 2025, this market size is projected to reach $582.2 billion, with a compound annual growth rate (CAGR) of 15.79% through 2034 (12). What is important to note is that the gig economy looks very different depending on countries. In Europe, countries like the Netherlands and the UK have implemented regulations to address gig workers' rights, including minimum wage laws and social security benefits (30). Conversely, in regions like the UAE, stringent visa and employment laws restrict the growth of the gig economy, limiting opportunities for expatriate workers. Similarly, in Japan, cultural attitudes towards traditional employment and regulatory barriers have slowed the adoption of gig work, despite advanced technological capabilities (31). Despite the advantages that the gig economy presents, it also comes with challenges, primarily concerning worker security and rights. Firstly, regulatory ambiguities complicate the landscape of the gig economy. The status of gig workers continues to spark debate, as courts in multiple regions contest whether they qualify as employees or independent contractors. Policymakers have a hard time balancing labor protections with the flexibility that defines gig work (9). Furthermore, despite the economic freedom of working in the gig economy compared to full-time employment, there is a constant sense of uncertainty for the workers, fearing for their money and even jobs due to a lack of organizational support and financial insecurity. The jobs do not come with income stability nor access to benefits (13). For instance, in the United States, a study revealed that 88% of gig workers have taken on additional jobs to make ends meet, with nearly half expressing concern over the lack of traditional benefits such as healthcare and retirement plans, underscoring the financial precarity inherent in gig work (29). In response to the rapid growth of the gig economy, several regions have introduced regulatory measures to protect gig workers. For instance, the European Union passed legislation reclassifying gig workers as employees by default, granting them rights such as holiday pay, sick leave, and protection against algorithmic management (19). Another example of how governments are tackling these challenges is Malaysia. In September 2025, the Malaysian Senate approved the Gig Workers Bill 2025, a comprehensive law designed to protect over 1.2 million gig workers. The bill introduces clear service contracts, guarantees workers’ rights such as fair dismissal procedures and the freedom to work across multiple platforms, and establishes mechanisms for dispute resolution, including a dedicated Gig Workers Tribunal. This is a major step toward improving job security for gig workers (14,15,16). Despite its disruptive nature, the gig economy creates innovation by new forms of entrepreneurship and employment opportunities (17). Digital platforms provide gig workers with access to a global marketplace, allowing them to monetize underutilized assets and skills. This has led to the rise of various gig economy sectors, including ridesharing, home-sharing, and freelance services, which contribute to economic growth and job creation. Furthermore, the gig economy promotes innovation in business models and service delivery methods. Companies are leveraging gig workers to improve agility, reduce costs, and meet evolving consumer demands. Businesses can access a diverse talent pool and scale operations more efficiently by embracing gig platforms (18). Today, artificial intelligence (AI) is playing an increasingly important role in shaping the landscape of gig-workers. By leveraging AI-powered algorithms, platforms can efficiently match workers with tasks and projects that best suit their skills and preferences (20, 21). The gig economy and AI are two interrelated influences on the future of work. AI can offer gig workers flexibility and help them achieve many tasks. However, companies can also choose to use AI internally, so relying less on freelance gig workers (25). Take Fiverr as an example, once a booming marketplace for freelance graphic designers, writers, and digital marketers. The rise of tools such as MidJourney, ChatGPT, and Canva’s AI design features now means that tasks once requiring hours of human effort can be completed by algorithms in minutes and at a fraction of the cost (23). Moreover, for ride-hailing and food delivery companies, AI investment in autonomous vehicles may reduce costs significantly. In the US, Uber is testing autonomous deliveries in several cities, using AI-powered sidewalk robots and autonomous cars to deliver food. In Las Vegas, Uber is piloting a public service where customers can hail a ride in an autonomous vehicle (25). Freelancers are increasingly pushed to show why their skills still matter in a market that prizes speed and affordability. As technology reshapes the gig economy, the real challenge is no longer if AI will play a role, but whether it will displace freelancers or become a tool that strengthens their work (24). As the gig economy continues to evolve, proactive policy measures will be essential in shaping an inclusive and resilient labor market. As the AI revolution accelerates, the gig economy is reaching a turning point. In the coming years, many routine freelance roles will face increasing automation, creating short-term job displacement and an urgent need for workers to reskill. Platforms like Fiverr and Upwork are already showing this shift, with clients seeking AI-driven solutions and freelancers needing to adapt quickly. However, the long-term picture is not purely negative. Beyond 2030, AI is expected to drive new kinds of work, greater productivity, and entirely new opportunities that blend human creativity with machine intelligence (24). Shall we? This article is part of The Outside World, ftrprf’s very own research center. For organizations, it’s pivotal to thoroughly understand what is happening in society. We help companies generate comprehensive insights into societal change and its potential effects on their strategy and operations, both negative and positive. With actionable societal insights, courageous plans, and a can-do mentality, we connect the outside world to your company's strategy. For these outside-world insights, we use a rigorous methodology that includes data processing, quantitative and qualitative analysis, and a thorough review process to ensure the accuracy and consistency of our findings. For more information, please contact theoutsideworld@ftrprf.com . At The Outside World, our very own research center, we keep a pulse on global developments through a societal lens. As part of this mission, we’ve created The Outside World Journal—a weekly digest delivering a curated selection of the most compelling news insights with our interpretation of why this matters and what the consequences for society might be. Read the journal here . Sources: Lo YF & Kun-Lin H. 2024. The study of working patterns in the gig economy. Adam Grundy & Lucie Alleyne. Census. Nonemployer Statistics Show Continued Growth in “Gig Economy” Activities. 2025. https://www.census.gov/library/stories/2025/07/nes-gig-economy.html (https://www.census.gov/library/stories/2025/07/nes-gig-economy.html) Business Insider. 2025. I quit my job to scale my side hustle. I've earned over $800,000 in 5 years on Fiverr by raising prices and optimizing my profile. https://www.businessinsider.com/quit-full-time-job-fiverr-freelance-side-hustle-business-2025-8 (https://www.businessinsider.com/quit-full-time-job-fiverr-freelance-side-hustle-business-2025-8) Himani Srihita. 2025. Transformative dynamics of the gig economy: Technological impacts, worker well-being and global research trends. https://mpcareer-google.ru/index.php/journal/article/view/2187 (https://mpcareer-google.ru/index.php/journal/article/view/2187) 360info. 2025. 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The Gig Economy: Disruption, Innovation, and Economic Evolution. 360info. 2025. Rights on demand: Asia’s gig economy gets a legal upgrade. Kompas. 2025. Malaysia's Gig Worker Law Passes, What Lessons Does It Provide for Indonesia? https://www.kompas.id/artikel/en-susul-singapura-malaysia-terbitkan-uu-pekerja-gig-yang-bisa-melindungi-ojol (https://www.kompas.id/artikel/en-susul-singapura-malaysia-terbitkan-uu-pekerja-gig-yang-bisa-melindungi-ojol) Uniglobalunion. 2025. Malaysian unions celebrate historic gig workers bill. https://uniglobalunion.org/news/malaysia-gig-workers-bill-2025/ (https://uniglobalunion.org/news/malaysia-gig-workers-bill-2025/) Baker, S. R., & Farre-Mensa, J. 2020. The Gig Economy and Entrepreneurship. Anuradha Jain. 2024. The Gig Economy: Disruption, Innovation, and Economic Evolution. The Guardian. 2024. New EU gig economy laws saved from oblivion by Belgian compromise. https://www.theguardian.com/business/2024/mar/11/new-eu-gig-economy-laws-saved-from-oblivion-by-belgian-compromise (https://www.theguardian.com/business/2024/mar/11/new-eu-gig-economy-laws-saved-from-oblivion-by-belgian-compromise) Mustafa F. Ozbilgin, Nur Gundogdu (https://research.birmingham.ac.uk/en/persons/nur-gundogdu), Jan Akalin. 2024. Artificial Intelligence, Gig Economy and Precarity. https://research.birmingham.ac.uk/en/publications/artificial-intelligence-gig-economy-and-precarity (https://research.birmingham.ac.uk/en/publications/artificial-intelligence-gig-economy-and-precarity) Trend research. Noor Al Mazrouei. 2025. 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The AI Revolution: Reshaping the Global Job Market and the Future of Work. https://markets.financialcontent.com/stocks/article/marketminute-2025-9-16-the-ai-revolution-reshaping-the-global-job-market-and-the-future-of-work (https://markets.financialcontent.com/stocks/article/marketminute-2025-9-16-the-ai-revolution-reshaping-the-global-job-market-and-the-future-of-work) Techwire. 2023. Will AI put an end to the gig economy? https://techwireasia.com/2023/12/will-ai-put-an-end-to-the-gig-economy/ (https://techwireasia.com/2023/12/will-ai-put-an-end-to-the-gig-economy/) World Economic Forum. 2025. The gig economy is booming, but is it fair work? And other trends in jobs and skills this month. https://www.weforum.org/stories/2025/06/the-gig-economy-ilo-labour-platforms/ (https://www.weforum.org/stories/2025/06/the-gig-economy-ilo-labour-platforms/) Moka. 2025. 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2025-10-20

Redefining Work in the 21st Century with the Gig Economy

The Outside World Weekly

AI and the Music Industry

Recent Trends

How AI affects Artists and Industries

Case Study on Spotify

Questions to Answer