Who needs a director when you have AI…

Always one to push the envelope, British rapper Little Simz has jumped on the AI wave for her latest music video, ‘Gorilla’. Taken from her latest album, the critically acclaimed NO THANK YOU, the song is a multi-genre hip hop gem that lets Simz go wild on the lyrical front, crafting a “retort against the rap game” atop woozy synths and a steady, but trippy beat. Add the triumphant horns that occur at the end of each verse and you’ve got a totally different type of song to anything Simz has released before, and thankfully, it’s a departure that more than works.

The accompanying music video is just as experimental, with Simz enlisting Microsoft Cloud and AI to compose a video that literally changes every time you watch it. We’re not exaggerating, the imagery, colours, and effects are based on AI-assisted analysis of the song’s lyrics combined with the users’ selection of favourite lyrics and themes. To make things even more trippy, the video changes in real-time as the viewer expresses internet in different parts of the song, in what’s one of the most creative uses of the technology that we’ve seen in recent memory (check out the interactive version in full here).