It's being reported this afternoon that Apple Inc. acquired a UK startup in London called AI Music that uses artificial intelligence to generate tailor-made music. The technology could be used across its slate of audio offerings.

The purchase of AI Music, a London-based business founded in 2016, was completed in recent weeks. AI Music's LinkedIn site stated that they had 17 employees.

Technology developed by AI Music can create soundtracks using royalty-free music and artificial intelligence, according to a copy of its now-defunct website. The idea is to generate dynamic soundtracks that change based on user interaction. A song in a video game could change to fit the mood, for instance, or music during a workout could adapt to the user’s intensity.

On its LinkedIn page, AI Music states: Human creativity is the core of what we do. We are on a mission to redefine how we create, interact and experience music. Our goal is to give consumers the power to choose the music they want, seamlessly edited to fit their needs or create dynamic solutions that adapt to fit their audiences."

The startup had earlier deals with advertising companies to create more engaging ads that played different music depending on the audience. For more read the full BNN Bloomberg report. The AI Music website has been shut down.