On Wednesday, Warner Music Group announced it had acquired Sureel AI, an artificial intelligence (AI) attribution startup. The acquisition aims to better track how WMG artists' work is used in AI-generated content.

Sureel's technology creates 'AI DNA,' breaking down songs into component parts for tracing their use in training AI models. Founded in 2022, Sureel also offers intellectual property provenance and audit services, with a suite dedicated to tracking the usage of artists' names, images, likenesses, and voices.

‘Bringing Sureel into WMG strengthens our capability for protection, control, and monetization,’ said WMG CEO Robert Kyncl. The deal comes after WMG initially opposed AI music generation but later embraced it, signing licensing deals with music-generation startups.

The move follows other industry developments, including Sony Music Entertainment's and Universal Music Group’s ongoing copyright infringement claims against AI music companies. Warner Music itself settled a lawsuit against another AI music startup last year.

‘Rightsholders deserve to know how AI interacts with their work,’ said Tamay Aykut, founder of Sureel. ‘Sureel was built to make that possible and, with WMG’s backing, we can deliver on our mission at scale.’