Will.i.am Says ‘Now Is the Time for the Dreamer’ Because ‘AI Is Not Doing Imagination Yet’

Human greed, rather than artificial intelligence, represents a more significant danger to musicians, according to will.i.am, the creative mastermind behind the Black Eyed Peas and a prominent tech entrepreneur. The artist shared these views during a discussion at the Cannes Lions festival, specifically at a Variety Brand Visionaries Happy Hour event sponsored by Google TV, where he was interviewed by Ramin Setoodeh, Variety’s co-president and co-editor-in-chief. Will.i.am, whose songwriting credits include hits for icons like Michael Jackson and Lady Gaga, and who launched his FYI.AI app in 2020, dismissed fears that AI would eclipse human creators. "Right now is the time for the dreamer, not the regurgitator of yesterday’s imaginations," he stated, emphasizing AI's lack of genuine imaginative capacity. He acknowledged that AI can produce songs of varying quality but stressed that artistic value remains inherently subjective. The primary limitation, he argued, lies in AI's reliance on vast datasets of flawed human information, causing it to "regurgitate the shit that we made" without any real understanding. This perspective aligns with ongoing debates in the music industry, where artists like Grimes have offered to share royalties with AI-generated tracks, while many others worry about losing authenticity and control. Notably, the Black Eyed Peas have sold over 30 million albums worldwide, underscoring will.i.am's enduring influence in both music and technology.

Looking ahead, will.i.am urged artists to imagine an entirely new industry built on technological progress, rather than clinging to traditional models like publishing, touring, or recording. He drew a historical parallel to the printing press, which transformed music distribution centuries ago. Before its invention, sheet music could only travel as far as a musician could carry it, but the press expanded access and created new professions, from masonry to craftsmanship. He noted that without this innovation, influential figures like Bach and Beethoven might never have emerged. Similarly, the recording industry later revolutionized music but often exploited creators, with labels taking advantage of those unfamiliar with the technology. Today, he warned, AI output consists of "predictions, not recordings," making conventional contracts and copyright laws obsolete. "You’re supposed to dream up the new industry with it, just like the record industry was dreamt up," he said, advocating for a forward-thinking approach. This call for reinvention echoes the sentiments of other tech-savvy musicians, such as Imogen Heap, who has long promoted blockchain-based solutions for fairer artist compensation. The music industry, valued at over $26 billion globally in 2023, continues to grapple with how to integrate AI without undermining human creativity.

Will.i.am also criticized current AI usage, labeling it as lazy and rooted in social media behaviors like tapping "thumbs up" or "thumbs down." He contrasted this with traditional music creation, where ideas emerge through conversational interaction—"ping-ponging, bantering, brainstorming." His FYI.AI app aims to foster such dialogue-based experiences, promoting "hyper-cognition" and critical thinking. Additionally, he proposed a "proof of life" concept to verify human authorship and ensure creators are fairly compensated. Under the current system, a song crafted over a week and an AI-generated track produced in minutes hold equal value, which he deemed inhumane. "A diamond is not valued the same as a freaking pearl," he argued, suggesting a new file format that embeds the story and meaning behind a work. This file would act as an autonomous agent, enabling creators to own their data, distribution, and sales, bypassing labels or tech platforms. The real threat, he concluded, is not AI itself but the business models that reward divisiveness and enrich corporations, citing social media and pharmaceutical companies as examples. This critique resonates with ongoing discussions about data sovereignty and the ethical implications of AI, particularly in creative fields where ownership and credit are often contested. For context, will.i.am has served as a director of innovation at Intel and holds over 20 patents, highlighting his deep involvement in tech.

When asked about safeguards against dystopian outcomes, will.i.am offered a surprising prediction. He foresaw an AI-driven revolution led by France, followed by the United States, where the public would "overthrow the monarchy." He referenced historical ties between the two nations, noting the Statue of Liberty as a symbol of liberated minds. "France is gonna do the French thing and… overthrow the monarchy like they always did," he said, adding that this spirit of enlightenment would reemerge in the new technological era. The artist, who recently completed his first semester teaching an AI course at Arizona State University, remains optimistic about human creativity's resilience. His vision emphasizes that while AI can replicate and even enhance certain outputs, the true value lies in human effort, imagination, and the stories behind each creation. As he put it, "I am the magnet of monetization because my ideas are my ideas." This blend of historical reflection and futurism underscores a broader trend among artists who are both wary of and intrigued by AI's potential, seeking to harness it without losing the essence of human artistry. The French Revolution of 1789, which overthrew the monarchy, serves as a potent metaphor for will.i.am's call for a radical shift in how creativity is valued and compensated in the AI age.