President Iván Duque Interviews Ava Max on AI’s Role in Music at Concordia: "AI Has No Soul"

Ava Max, the global pop sensation known for her chart-topping hits and dynamic performances,  sat down with PopFiltr after her impactful appearance at the 2024 Concordia Annual Summit. Participating in the pivotal panel discussion "The Role of AI in the Music Industry," Ava seized the moment to voice deep concerns and champion the rights of artists in an era where artificial intelligence is rapidly reshaping music.

During our conversation, Ava shared a personal experience that ignited her mission to advocate for artists' rights and push for legislative change. A few months ago, Ava was presented with a demo of an AI-generated track featuring her voice—a song she had never recorded.

“I was terrified,” Ava recalled. “Hearing my voice on a track I never touched made me realize how fast AI is advancing—and how unprotected artists and their teams are.” That moment spurred her to take action, recognizing the urgent need for a legal framework to protect creators from the rapid encroachment of AI.

Eager to address the issue on a prominent stage, Ava sought opportunities to amplify her message. In May 2024 during the Milken Global Conference in Los Angeles, Ava met Iván Duque, the former President of Colombia at the exclusive Bird Streets Club.

Over their meal, they delved into the challenges AI poses for artists, discussing how technology is causing upheaval in the music industry. Inspired by their conversation, Ava immersed herself in research, including binge-watching episodes of the All-In Podcast, to deepen her understanding of AI's impact.

"We need to start thinking about intellectual property in the age of AI—should artists be compensated when their music is used to train AI models?" Ava posed to PopFiltr, emphasizing the urgent need for updated laws to protect creative rights. She passionately advocated for a system that ensures artists are fairly compensated when their work contributes to AI advancements.

Her dedication led to the opportunity to speak alongside President Duque at the Concordia Summit. Known for hosting influential figures like President Joe Biden, Bill Clinton, Queen Rania of Jordan, and Warren Buffett, the Summit provided the perfect platform to elevate the conversation about AI's impact on music.

Engaging in a profound dialogue with President Duque, Ava continued the conversation they had begun months earlier. Their exchange highlighted the significant implications of AI on the music industry. "I think we can all agree that AI doesn't have a soul," she stated with conviction. When asked about using AI in the creative process, her response was both heartfelt and incisive: "It takes blood, sweat, tears, hours, long days, and sometimes even months to make a song. AI can generate 150 iterations in less than half a second, but where's the creator behind that?"

Ava elaborated on the irreplaceable human element in artistry. Reflecting on her hit "Sweet but Psycho," she shared, "We probably had ten different versions before settling on the final one. It takes a village, a team, and time. With AI, where is the heart in the process?" Her insights underscored a key concern for artists: while AI can mimic structure and style, it lacks the soul and human experience that give music its deeper meaning.

The discussion naturally turned to the ethical implications of AI, particularly the unauthorized use of copyrighted material. Ava called for immediate legislative action to protect singers, songwriters, producers, and engineers from the rapid advancements of AI. "Ultimately, AI-generated music shouldn't come at the cost of devaluing the human artistry it learns from," she asserted.

When addressing the potential loss of high-paying jobs in entertainment due to AI, Ava referenced an anecdote shared by Michael Ovitz on her favorite podcast, the All-In Podcast. "Bestie David Friedberg asked Michael Ovitz, the legendary founder of CAA, a question that struck a chord with me," she recounted. "Ovitz mentioned that 250,000 people in Los Angeles make their living in the media business, and they're all afraid of one thing: are they going to have a job in the near future? A production designer he hired for a three-week project asked if he would still have a job if AI could do it in an hour. And frankly, Michael Ovitz didn't have an answer." She related this uncertainty to her own concerns about the future of music and entertainment.

Despite the challenges, Ava expressed hope that human creativity will retain its value, potentially becoming a luxury in a world flooded with AI-generated content. "If there's so much AI out there, maybe real human depth and experience will become more valuable. It could be exciting, and maybe more talent will emerge. We don't know yet," she mused.

Offering thoughtful advice on investment opportunities in AI, Ava responded when President Duque asked how investors should approach the industry. "That's a trillion-dollar question. We need to move with the times, and those who can adapt will be the most successful." She emphasized the necessity of developing policies and compensation structures that protect artists as AI continues to proliferate. For investors, the situation presents both a challenge and an opportunity to lead transformation while ensuring fair practices for creators.

As AI's capabilities grow, especially in creating personalized music based on individual preferences and biometric data, the issue of streaming royalties becomes increasingly complex. Ava speculated on the future of royalty payments: "It's likely that a large portion of new music royalties will come from AI-generated or AI-assisted music. The real question is, should AI-generated music receive the same royalties per stream as artist-made music?" Her focus on the moral and ethical implications of AI highlighted the need for clear regulations to prevent exploitation. "It's about fairness. Artists, myself included, work so hard on our songs, our creations, and it has a depth that AI can't replicate."

When asked about the future of superstars and wether they’ll have a place in the music industry, Ava responded with optimism. "Absolutely! The way they are created and maintained may change, but while AI can mimic structures, genres, and trends, it can't emulate the pain of loss or the joy of new life like the human heart does." For her, the future of music isn't about rejecting AI but ensuring that human creators remain at its core.

For Ava Max, participating in the 2024 Concordia Summit wasn’t just a speaking opportunity—it was a chance to influence the global conversation on how AI is reshaping the music industry. With over 15.6 billion streams and a portfolio filled with RIAA Platinum certifications, Ava has cemented her status as a global pop icon. Yet, as she noted during her panel with Iván Duque, the same technology that fuels efficiency also poses existential threats to the creative process.

Ava Max's advocacy serves as a powerful reminder that while AI offers tremendous potential, it must not come at the expense of the creators who give music its soul. Determined to protect and value artists, she is leading the charge to ensure that the future of music honors and safeguards human creativity above all.