Apple acquires AI Music, a startup that uses artificial intelligence to create custom audio reports and adaptive music Bloomberg. AI Music has developed the “Infinite Music Engine” that aims to create customized audio solutions for marketers, publishers, fitness professionals, and creative agencies.

The technology is capable of creating dynamic audio tracks that change based on user interaction. Music during exercise, for example, can change based on the wearer’s heartbeat, adapting to the intensity of the exercise. Music AI described it as a feature that could allow advertisers to create audio that matches a user’s context, such as mood.

AI Music is no longer operational, but the company’s previous LinkedIn page said it was “on a mission to redefine how we create, interact with, and experience music.”

AI Music gives audio brands, developers, and adventurers access to our intelligent music library. Our goal is to give consumers the ability to choose the music they want, seamlessly modify it to suit their needs or create dynamic solutions that adapt to their audience.

Apple completed its purchase of UK-based AI Music in recent weeks. Before the acquisition, AI Music had nearly two dozen employees, according to Bloomberg.

Apple can take advantage of AI Music technology in a number of ways. Songs that can update based on heart rhythm can be useful for Apple Fitness+, Apple’s Photos app uses royalty-free music to render songs for photo slideshows, so on-demand music that matches the mood can be useful for this .

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