In a packed room at SXSW London, music legend Björn Ulvaeus, one of the masterminds behind ABBA, offered a glimpse into his next creative chapter. This time, though, he’s not composing alone. He’s working with a new kind of partner—artificial intelligence. As Ulvaeus shared with the audience, AI has become a valuable tool in writing his upcoming musical, not as a shortcut, but as a source of fresh ideas and unexpected inspiration.
For a songwriter known for catchy melodies and unforgettable hooks, the choice to bring AI into the creative process might sound surprising. But Ulvaeus is quick to explain it’s not about replacing musicians or automating art. Instead, he views AI as a kind of spark—a collaborator that offers suggestions, nudges him past writer’s block, and helps him see musical choices he might have missed. The machine doesn’t take over; it prompts, proposes, and occasionally surprises.
This fresh approach reflects a growing trend in entertainment, where artists are beginning to explore AI not as a threat, but as a muse. The technology behind it can sift through countless melodies, harmonies, and lyrical ideas in seconds, offering up combinations that might take a human composer hours to stumble upon. For someone like Ulvaeus, with decades of experience, AI doesn’t dilute creativity—it opens new doors.