It's widely recognised that we are bombarded with fast-paced imagery in the modern world, whether it's social media videos, or digital billboards in city spaces.
But there has been a similar explosion in sound, says advertising entrepreneur Michele Arnese. He thinks brands can only compete with the help of artificial intelligence (AI).
Dougal Shaw speaks to the Italian tech entrepreneur who trained as a classical musician, but founded an advertising company that helps companies stand out with distinctive sounds.
(Picture: Michele Arnese of Amp looking at AI-generated music with a colleague.)
Presented and produced by Dougal Shaw