Indian artists are pushing back against AI-generated recreations of iconic voices, sparking urgent debates around ethics, copyright, and how the music industry can balance innovation with authenticity.
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Artificial intelligence is reshaping the way music is made, distributed, and consumed. But as the technology races ahead, a new fault line has emerged in the industry: AI-generated recreations of legendary voices. From synthetic Kishore Kumar tracks on YouTube to AI-made remixes of contemporary stars, Indian artists are increasingly speaking out against what they see as both an ethical breach and a potential erosion of their creative and commercial rights.
The debate is no longer hypothetical. Streaming platforms like Deezer report that over 20,000 fully AI-generated songs are uploaded every day,nearly 18% of all new tracks on its system. Earlier this year, Sony Music pulled down more than 75,000 deepfake tracks that imitated its artists’ voices without permission. Analysts predict that by 2028, generative AI could impact almost a quarter of global music revenues.
For artists, marketers, and platforms in India,where copyright frameworks remain underprepared for AI,the stakes could not be higher.
“AI should be a co-creator, not a replacement”
Amit Dubey, Managing Director at Beat Street Music & Publishing, believes the conversation needs a reset.
“AI-generated music may grab attention. But it can also erode trust if artists feel disrespected or replaced,” he says. “The way forward is not to fight the technology. It is to make AI a co-creator. That means getting proper licensing, giving credit, and paying fair compensation to the people whose music, style, or voice inspire these models.”
Dubey warns that without proactive steps, India risks undermining the very foundation of its music IP. “Our copyright law is still not ready for AI. If we do not act now, we risk losing the value of our music IP and leaving creators unprotected.”
For him, the solution lies in balance: use AI to unlock new creative frontiers, but never at the cost of human artistry.
Authenticity vs. Innovation: The Marketer’s Dilemma
Rakesh Nigam, CEO of the Indian Performing Right Society (IPRS), highlights that the biggest responsibility now lies with music marketers and platforms.
“AI presents exciting possibilities for music creation, but it must be approached with respect for artistic integrity and legacy,” says Nigam. “Marketers should prioritize transparency, clearly communicating when a track is AI-generated, and ensure audiences understand the distinction between original and synthetic recreations.”
According to him, authenticity can be preserved by using AI to complement, not replace, human creativity,for instance, generating new compositions inspired by legendary voices rather than replicating them outright. Consent from rights holders, he stresses, must always be secured.
“At IPRS, we believe innovation should empower creators, not overshadow them. Our approach emphasizes safeguarding creators’ rights while embracing new technologies.”
The Path to Responsible AI in Music
For brands and platforms eager to experiment with AI, both Dubey and Nigam underline the same core principles: transparency, consent, and fair compensation.
Nigam points out that IPRS is already working on building stronger systems to ensure creators are protected. “We’ve strengthened royalty management through technology-led upgrades like ERP systems and a robust Royalty Management System. Our active role with CISAC, WIPO, and global copyright forums ensures Indian standards and creator protections are advocated both locally and internationally.”
Dubey, meanwhile, frames the opportunity more philosophically, “The future of music is not humans versus machines. It is humans creating with machines. If we get this balance right, we can unlock new music, new revenue, and stronger audience connection. If we ignore it, we risk drowning in legal battles and ethical quandaries—ultimately losing sight of the real goal: building a musically rich and equitable future for all.”
Striking the Balance
As Indian artists push back against synthetic recreations, the message is clear: innovation cannot come at the cost of authenticity. For marketers, brands, and platforms, the challenge is not whether to use AI,it’s how to use it responsibly.
The future of music will likely belong to those who strike this balance: respecting legacy, celebrating originality, and using technology not to replace the human spark, but to amplify it.