Hip-hop producer Timbaland has entered the AI arena with the debut of TaaTaa, an AI-generated female rapper developed using his own voice technology. The project is part of his work with music AI company Vydia and his startup, Light Energy Labs.
TaaTaa is presented as a digital artist who delivers verses using Timbaland’s cadence, modified to represent a female persona.
The launch included a teaser on Instagram, where TaaTaa raps about everyday luxuries, accompanied by visuals of a stylish, computer-generated woman.
Timbaland described the project as experimental and emphasized that it’s still in the early stages. The introduction of TaaTaa generated a range of reactions quickly. Some followers praised the innovation, seeing it as a new frontier in music technology. Others expressed concern about representation and the implications of creating synthetic personas in an already extremely saturated industry.
Timbaland has hundreds of REAL artists submitting music for a chance to be heard on TikTok but he chooses to work with an AI “artist” that will most likely be platformed using resources REAL, talented artists need. Ok. https://t.co/WltF8Btg0F
— Adia. (@hey_itsAdia) June 5, 2025
Although Timbaland assures that the AI is using his voice and style, many are concerned whether or not he used other artists to train the AI.
Ngl if I was an artist who submitted music to Timbaland’s twitch / TikTok stream I would start a class action and make him prove he ain’t use my music to train his Ai in court idk
— jameecornelia (@JameeCornelia) June 6, 2025
The use of AI in the entertainment industry has been growing, with virtual influencers and AI-generated content gaining popularity. Timbaland’s project contributes to ongoing conversations around how these technologies impact authenticity, creative ownership, and audience perception.
These discussions are part of a larger shift in the creator economy. In a recent newsletter, Shira Lazar highlighted a report by digital strategist Sabri Suby, suggesting that AI could replace up to 80% of paid influencers. Data from Whop indicates that nearly one-third of Gen Z shoppers follow AI influencers, and many prioritize follower count over authenticity.
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“We’re trying things,” Timbaland said during an Instagram Live. “This is not to replace anyone. It’s a new tool for creativity.”
As AI-generated content becomes more widespread, some argue that the value of human connection and imperfection will become even more important. Creator Coco Mocoe recently commented on TikTok, “The zit you forgot to cover might be what keeps your audience.”
@cocomocoe♬ original sound – Coco Mocoe
