Believe Focuses on Responsible Generative AI Integration in Music

Music distribution and technology company Believe announced on June 11, 2026, its intention to become a leading partner in the responsible development of generative AI within the music industry. The company views AI as a tool to enhance artist creativity and expand their reach.

Believe's approach is grounded in four core principles: consent, control, compensation, and transparency. This framework is designed to ensure that AI tools are used responsibly and benefit artists.

The company has already formed key partnerships with AI platforms such as Udio and Elevenlabs, securing music licensing agreements. Additionally, Believe has teamed up with Google to provide artists access to Flow Music, an AI-powered music creation tool.

To protect artists' work, Believe is developing tools to detect and block the distribution of music created using unlicensed generative AI models. The company believes these steps are crucial for building trust and unlocking the potential of AI for artists and labels.