So much of of the existing music, film and TV culture — using 20th century technology — is cookie cutter, lifeless and uninspiring.

The democratization of the AI tools means even more people can pump out content, so context will matter more than ever in order to give meaning to the work.

As content becomes more engineered than written, AI has stepped into the role of ghostwriter; fluent but fatally hollow. Tools like ChatGPT and its cousins can produce grammatically perfect, tonally inoffensive copy at scale. What they lack, of course, is experience. They have no stake in what they say.