AI or Human: Who Should Shape Your Brand's Sound?

AI tools can now produce polished sonic logos and brand tracks in seconds, and anyone with a browser can access them. This makes the question less about capability, but more about quality and copyright. On the surface, this might look like a serious disruption to the sonic branding industry. If a computer can compose music instantly, what role do agencies like Unmute play?

Michael from Unmute rockin' the electric bass guitar

The reality is more nuanced. While AI has grown increasingly, the gap between human and machine in sonic branding is not yet closed. Identity, ownership, and emotional resonance are important parts of sonic branding, and this is where human skills remain essential.

In recent years, AI music tools such as AIVA, Soundraw, and OpenAI’s Jukebox have made it possible for anyone to generate complete tracks in seconds. Companies can experiment with moods, instruments, or jingles with just few clicks. At first glance, this seems like a game-changer. Yet, sonic branding is far more than a catchy tune. It is an important part of brand identity, helping customers recognize, remember, and emotionally connect with a brand across ads, apps, social media, and physical spaces. The question of AI versus human creation is not only about speed or cost, but also about creating sound that clearly communicates the brand’s identity

More than just sound

Sonic branding is not only about producing sounds. It is strategy, storytelling, and emotional connection. It is about creating a distinctive audio identity that connects with your audience at a deeper level. This requires human artistry, intuition, cultural awareness, and a clear design process.

The design process is an important part of creating sonic identity. It’s developed through a process that goes from brief, to exploration, to refinement, and finally to a complete system of assets that fit together and reflect the brand’s personality.

AI, on the other hand, works like a lottery ticket. You place a prompt, and maybe it delivers something interesting, but maybe it doesn’t. Even if it produces a promising piece, there is no guarantee that it aligns with the brand’s values, evokes the intended emotions, or integrates into a broader design system.  This uncertainty highlights why process, context, and interpretation are so important in sonic branding. A brand can’t afford to leave its identity to chance. It needs intention, strategy, and a human sense of meaning to guide creation.

For example, a technology brand may want bright, ascending synths to convey innovation, while a luxury brand might favor warm, acoustic instruments to evoke elegance. Every choice is deliberate, tested, and refined. AI cannot ensure this level of alignment or cohesion across multiple touchpoints.

Why human creativity still matters

AI can accelerate certain stages of music creation. It can generate quick sketches, assist in production, or spark unexpected ideas. What it can’t do is feel your brand, interpret your values, or understand your audience’s emotional needs. Nor can it reliably transform a brand strategy into an audio experience that feels unmistakably yours.

Creating a sonic identity is not just about generating sound. It is about following a thoughtful process that blends creativity with strategic insight. It requires continuous collaboration between client and agency, interpreting feedback, and refining ideas until the sound both fits and elevates the brand.

This is also where AI falls short. Its results are unpredictable and lack the cultural and strategic awareness needed to serve the brand identity. Music and sound carry different meanings across regions and demographics. A rhythm, instrument, or melody that resonates strongly in one culture may feel out of place or even off-putting in another. Human designers can anticipate these nuances and adapt the sonic identity for multiple audiences while keeping the core brand personality intact.

For global brands, this cultural sensitivity is critical. Sonic branding is about creating a cohesive system that works across markets, platforms, and experiences. AI may generate an interesting piece, but it can’t include cultural differences or evolving trends that influence how audiences perceive sound. Human creativity ensures the brand’s audio identity communicates consistently and meaningfully around the world.

That is exactly the approach we take at Unmute. We combine artistic skill, strategic thinking, cultural awareness, and emotional intelligence to create sounds that is not just heard but remembered. Our work is about crafting sonic identities that cut through the noise.

Ownership and authenticity

When choosing between AI-generated or human-made sound, one of the first things to consider is ownership rights. If an AI model is trained in copyrighted material, who can truly claim the output? And if the same prompt can generate similar results for multiple users, how can a brand secure exclusivity for its sonic identity? These uncertainties raise serious risks for brands what want to protect their equity in sound.

Beyond ownership, authenticity is another key factor. We are experiencing more companies requesting solutions that are 100% AI free, often preferring real musicians playing real instruments. Authentic performances bring depth, character, and human connection. These qualities are difficult for AI to replicate. The same applies for stock music libraries, where a generic “one-size-fits-all” approach rarely works for sonic identities that need to be highly individual.

The decision ultimately comes down to more than efficiency. It is about preserving a human connection in the sound and protecting it. Brands want their sonic identity to feel intentional, recognizable, and unique. AI can’t yet provide the same certainty of exclusivity, authenticity, or alignment with the overall brand system

Making the decision between human or AI

Choosing between human-made and AI-generated sound comes down to your brand’s priorities. AI offers speed and low cost, making it a useful option for simple or time-sensitive audio needs, where exclusivity is less critical. It can also support the production process, generate variations or accelerate iterations.

Human-made sound, however, provides authenticity, exclusivity, clear ownership rights, emotional connection, and creative nuance that aligns closely with your brand’s values. It ensures that your sonic identity aligns with your brand strategy, resonates across audiences and markets, and remains adaptable over time. Human designers follow a structured process from brief, to refinement, to full asset systems, which guarantee cohesion in every sound.

At Unmute, we see AI as a tool that can support parts of the process, but not as a replacement for human craftsmanship. The core of sonic branding lies in understanding people and building identities that resonate. AI can assist, but it can’t replace the role of human designers in capturing emotion and creating meaning.

Practical takeaways:

• Use AI to accelerate ideation, create prototypes, or explore variations

• Rely on human expertise to craft your core sonic identity, ensure ownership and exclusivity, and build emotional connections

If your sonic identity could be replicated by anyone, would it still feel uniquely yours? The answer will guide your choice and help you decide where AI can support your process and where human creativity is irreplaceable.