Sony takes aim at generative AI deepfakes

Story by Amanda Holborn

23/03/2026

Sony try to tackle the rise of AI impersonators. Dennis Kooker, president, global digital business, Sony Music speaks at the IFPI Global Music Report event in London.

Sony Music has revealed it has asked for more than 135,000 AI-generated deepfakes of its artists’ music to be taken down. The update came from Dennis Kooker, Sony Music’s president of global digital business, at a recent music industry event in London. These deepfakes often target major artists like Beyoncé, Queen and Harry Styles, especially when they’re actively promoting new music. Kooker explained that fake tracks tend to appear when demand for an artist is high, taking advantage of their popularity and sometimes even harming their reputation or release campaigns. At the same time, the issue of AI misuse is gaining attention more widely. In the US, a man recently pleaded guilty in a major case involving AI-generated songs being streamed billions of times - highlighting how serious the problem has become. Sony and other music companies say they’re working on a balanced approach: cracking down on fake content while also exploring ethical ways to use AI. Streaming platforms are helping by labelling AI-generated tracks, though the scale is huge—Deezer reported over 30,000 fully AI-made songs being uploaded every day. Kooker emphasized that clear labelling is key so fans know what’s real and what’s not. Without that transparency, it’s easy for trust to erode. Ultimately, the goal is to protect artists while still allowing AI to create new opportunities for deeper connections between musicians and their fans.