The Future of Media and Advertising Reshaped by Generative AI: Massive Shifts in the Music and Ad Industries

The boundaries of the content we consume are rapidly dissolving. Moving beyond simple text manipulation, we have entered an era where sophisticated melodies and personalized information are generated in real-time through generative AI. Far from being a mere technical curiosity, AI is fundamentally restructuring the business models of the media and advertising industries.

Every day, tens of thousands of AI-generated tracks flood music streaming platforms, while a new layer of advertising is beginning to form within ChatGPT, where we go to search for information. This signifies not only a shift in content creation methods but also a complete transformation of the touchpoints where advertisers meet consumers.

A Crisis or Opportunity for the Music Industry? The Surge of AI Tracks as Seen Through Deezer Data

The music streaming market is currently facing an unprecedented "volume onslaught." According to recent findings from the global streaming platform Deezer, a staggering 44% of new tracks uploaded to the platform are AI-generated. This represents a shocking figure: approximately 75,000 tracks per day, or over 2 million AI songs entering Deezer every month.

The speed of this increase is even more remarkable. When Deezer first launched its AI music detection tool in January 2025, the daily influx of AI tracks was around 10,000. This surged to 30,000 in September, 50,000 in November, and has recently exploded to an average of 60,000 to as many as 75,000 tracks per day. Fortunately, the actual streaming proportion remains low at around 1–3%, and 85% of these were identified as fraudulent, leading to their monetization being blocked.

To combat this, Deezer is implementing robust technical measures. Throughout 2025, Deezer identified and tagged over 13.4 million AI tracks. Tracks tagged as AI are automatically excluded from algorithmic recommendations and editorial playlists; furthermore, high-resolution (Hi-res) storage for these tracks is set to be discontinued. This goes beyond mere technical differentiation; it serves as a defensive mechanism to protect the rights of human artists and prevent "revenue dilution" within the streaming ecosystem.

A particularly noteworthy aspect is the shift in user perception. According to a survey conducted by Deezer, an overwhelming 97% of respondents stated they could not distinguish between human-made music and AI-generated music. This suggests that the sophistication of the technology has already reached a level that threatens human sensory judgment. Consequently, transparent labeling at the platform level has moved from being optional to an absolute necessity.

A New Horizon for Advertising: The ChatGPT "Discovery Layer" and Programmatic Advertising

The advertising industry is also chasing new opportunities created by AI. According to internal data recently leaked via ADWEEK, the Demand-Side Platform (DSP) StackAdapt is pursuing an experimental strategy to deliver advertisements within ChatGPT.

StackAdapt has dubbed this the "Discovery Layer." This is a new advertising model designed to capture target customers during the intermediate stage of the purchasing decision process—specifically, when users are comparing products or researching information through ChatGPT. While traditional search advertising was keyword-centric, this model identifies user context within an interactive interface to suggest the most relevant products.

An aggressive pricing strategy for early market dominance is also evident. To attract advertisers, StackAdapt is setting a low CPM (cost per thousand impressions) of approximately $15 and offering discounts on platform and management fees to encourage experimental testing. This is a classic early-penetration strategy seen when new digital touchpoints emerge.

Ultimately, AI-driven advertising models aim for a "native" experience that blends seamlessly into the flow of user questions and answers. This "Discovery Layer," appearing during the product comparison stage, is expected to build a highly personalized advertising environment that aligns with the information-seeking process, moving far beyond the scope of traditional banner ads.

Conclusion: Finding the Balance Between Creator Rights and Technological Progress

The era of AI-generated content is an inevitable trend. However, for this movement to create a sustainable industrial ecosystem, the pillars of "transparency" and "fairness" must be secured. As shown in Deezer's survey results, 80% of respondents believe AI music should be clearly labeled, and 52% believe that AI-generated tracks should not appear on the same charts as human artists.

While we must embrace the efficiency brought by technological innovation, we must also reach a social consensus on disclosing data sources and protecting artist rights. The efforts of platforms to block fraudulent AI streaming and the attempts of companies to find new advertising touchpoints must ultimately converge toward a single goal: "a trustworthy content ecosystem."

The future of the media industry will not merely be a battle over who can create the superior AI, but rather a struggle to build systems that can effectively identify, classify, and ethically distribute generated content. Establishing rules for the coexistence of technology and humanity is more critical now than ever.