en.Wedoany.com Reported - Warner Music Group has acquired AI compliance startup Sureel, aiming to track how its artists and songwriters' works are used in AI-generated content and model training.

Warner Music CEO Robert Kyncl stated in a press release that integrating Sureel enhances the company's capabilities in protection, control, and monetization, allowing the creative community to maintain control over their intellectual property, names, images, likenesses, and voices.

Founded in 2022, Sureel provides intellectual property traceability, audit and compliance reporting, model optimization, and AI business intelligence services. The startup also offers a Name, Image, and Likeness (NIL) attribution suite to track the use of artists' voices, likenesses, and performance identities in AI training and generation, covering voice cloning, AI-generated avatars, and style replication.

Warner Music stated that the startup will continue to operate as an independent platform, serving the broader music and AI ecosystem. Sureel founder and CEO Tamay Aykut said that rights holders deserve to know how AI interacts with their works and to fairly share in the value created; Sureel was founded to achieve this goal, and with Warner Music's support, it can fulfill its mission at scale, building a more transparent and equitable future while driving value growth for the entire music and entertainment ecosystem. Warner Music's stance on AI has shifted from initial opposition to acceptance. The company filed a lawsuit against music generation startup Suno in 2024 and signed a licensing agreement with it last year. Warner Music stated at the time that artists and songwriters would have full control over whether and how their names, images, likenesses, voices, and works are used in new AI-generated music.

Sony Music Entertainment and Universal Music Group are still pursuing massive copyright infringement claims against this AI music startup. Last year, Warner Music also reached a lawsuit settlement with AI music startup Udio and signed a licensing agreement with it.

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