Mumbai: 85% of respondents in JBL’s World Music Day survey agree that music bridges cultural divides 83% want AI to explore music across cultures and languages, highlighting significant market opportunities. Over half (54%) have embraced AI-enabled audio devices; TWS earphones and personalized features
JBL’s World Music Day survey was conducted on the occasion of Make Music Day, celebrated each year on 21 June. The third edition of this survey was conducted with 1,269 respondents from amongst Gen Z and millennials in India. The survey underscores the growing appetite for AI-powered music exploration and personalised experiences within this tech-savvy demographic.
85% of respondents believe that music transcends cultural boundaries and unites people globally. This desire for global connection is further fueled by the high interest (83%) in AI-powered music exploration. Respondents are eager to leverage AI to discover music from different cultures and languages.
More than half (52%) of the respondents’ attribute music’s allure to its ability to evoke strong emotions and its ability to take one back to another place or time. This emotional connection underscores the rising demand for AI tools that facilitate cross-cultural discovery and personalised listening experiences.
The survey highlights a leap in the adoption of AI-enabled audio devices, with 54% of users embracing this technology. This trend underscores the growing popularity of AI in enhancing music consumption experiences. Nearly half (43%) respondents appreciate features like intelligent playlist curation and automatic audio optimisation. When asked which feature would most improve their experience with diverse music, respondents were clear. Personalised recommendations based on preferences were the top choice (33%), followed closely by cross-language song identification (30%). These findings highlight the user desire for AI assistants that understand their tastes and can navigate the world of multilingual music.
While users are enthusiastic about AI-enabled audio devices, they also identify key areas for improvement. Almost 30% of respondents seek better voice recognition accuracy, and 20% desire more engaging and interactive experiences. These insights highlight opportunities for brands to refine AI’s audio skills, aiming to deliver unparalleled performance and user satisfaction. Additionally, almost 30% of users have crowned AI-powered Bluetooth speakers as their favourite device for amplifying their listening experiences.
This year’s survey highlights a growing trend towards multilingual music experiences in India. Beyond the widely spoken Hindi and English, Punjabi (41%) emerges as the most popular music language followed by Tamil (22%), highlighting the linguistic diversity of India’s music scene; followed by K-pop (14%). This showcases the potential for AI to help users navigate and celebrate global music diversity.
“On this World Music Day, we celebrate the universal language of music and reaffirm our dedication to developing innovative audio solutions that not only deliver exceptional sound quality but also contribute to the rich tapestry of musical diversity. We are committed to leveraging cutting-edge AI technologies to enhance the listening experience, making it more personalized, immersive, and culturally inclusive. JBL will continue to push the boundaries of audio technology, ensuring that our devices serve as a bridge that connects people through the power of music, regardless of their cultural background or language” said Vikram Kher, VP lifestyle, Harman India.
JBL added that it AI-driven audio devices integrate AI capabilities into audio products. JBL said that their products not only focus on sound quality but also look to foster a deeper connection between listeners and diverse musical cultures.
