While many artists have voiced concerns about artificial intelligence in music, Olivia Dean is taking a more measured approach. The BRIT Awards favourite says she isn’t threatened by AI — but she’s also not relying on it to fast-track her creativity.
“I don’t require AI to get me from A to B quicker,” she explained, noting that she prefers taking her time when writing songs. For her, the process is about enjoyment rather than efficiency.
What does concern her, however, is the growing dominance of social media algorithms. Dean believes talented artists are being overlooked if they’re not constantly promoting themselves online. She finds it discouraging that musicians are increasingly expected to double as marketing strategists, arguing that creative and promotional skills don’t always go hand in hand.
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Fresh off Top 10 success on both sides of the Atlantic with tracks like Man I Need, Dean credits her recent chart momentum to embracing a more upbeat, playful sound — though she admits stepping into that lane hasn’t been easy. Despite currently sitting at No.1 with Rein Me In, she says making energetic music can feel more intimidating than writing slower, melancholic songs, a space she’s long felt comfortable in.
Dean believes her strength lies in honest storytelling and emotional depth — qualities she feels will outlast trends and technology. For her, the core of music remains unchanged: people want songs that make them feel something.
With five BRIT Award nominations this weekend, including Artist of the Year, Dean’s authenticity may well prove to be her biggest asset yet.
