Unlocking the World of Audio UX with Connor Moore

What makes an app feel effortless, while another leaves you frustrated by endless pings and alerts? The answer often comes down to audio user experience. In a recent podcast feature, Connor Moore breaks down the role of sound in shaping the way we interact with technology and why thoughtful design matters more than ever.

A Career in Sound and Design

Connor Moore has spent more than 15 years shaping the future of audio UX and audio branding. Over the course of his career, he has collaborated with forward-thinking brands like Google, Lucid Motors, Ford, Peloton, Uber, Airbnb, and State Farm. His projects span industries, but they share a common goal: using sound to improve functionality while building deep brand affinity.

Connor founded CMoore Sound at a time when few companies considered audio as part of their core identity systems. His early work focused on branded audio user experiences for products, apps, and digital platforms, often in the emerging technology space. Today, he is the Executive Creative Director at Listen, an audio branding company based in New York, where he leads a creative team developing sound logos, experiential audio, branded music, and sonic ecosystems for global brands.

Why Audio UX Matters

In the episode, Connor explains that audio UX is not about adding decoration to a product. It is about shaping interactions, reducing friction, and building trust. From the reassuring tone that confirms a successful action to the subtle cues that guide navigation, sound helps technology feel more intuitive and enjoyable.

When done poorly, sound becomes distracting or confusing. When done well, it becomes almost invisible, seamlessly supporting the experience. This is what sets apart apps that feel natural from those that leave users overwhelmed.

Inside the Design Process

Connor also shares the principles that guide his work in audio UX:

• Clarity: Every sound should serve a purpose and be instantly recognizable.
• Accessibility: Audio must support diverse users, including those with visual impairments or different cultural contexts.
• Adaptability: Sound needs to work across platforms, from mobile apps to voice assistants to VR environments.

These principles ensure that sound enhances usability rather than creating barriers.

Looking Ahead: Trends and Challenges

The conversation also explores where audio UX is headed. With the rise of AI-powered sound and adaptive audio systems, new possibilities are emerging for personalized and context-aware design. At the same time, these innovations bring ethical questions: how much influence should sound have over behavior, and how can designers ensure it is used responsibly?

Connor highlights the importance of balancing innovation with transparency, ensuring that audio systems remain trustworthy and respectful of users.

A Glimpse Behind the Scenes

Listeners also get a personal view of Connor’s day-to-day work. From early sound experiments to building immersive sonic experiences for voice interfaces and VR, he shares stories that reveal the creativity and problem-solving behind audio design. The episode even touches on his favorite resources and inspirations, offering a roadmap for anyone curious about exploring the field.

Listen to the Full Episode

This episode is a deep dive into the craft and future of audio UX, offering valuable insights for designers, technologists, and brand leaders alike. Connor makes the case that sound is not optional in modern product design—it is a core part of how people experience technology.

Listen to the full conversation on Spotify

Connor Moore on Sound Design for Tesla, Uber, Peloton and More

Sound often goes unnoticed, but it plays a powerful role in shaping how we interact with technology. The familiar chorus that plays when you start your Mac, the double knock of a Slack notification, or the ascending notes of AirPods connecting to a device all serve as cues that guide and inform us. Without sound in our design toolbox, these interactions would feel incomplete and far less intuitive.

On the Design Better podcast, Connor Moore joined the hosts to discuss how sound defines user experience and why it is central to building memorable brands.

The Role of Sound in Interaction Design

Sound design is more than just an accessory to visuals. It provides context, feedback, and emotion in a way that visuals cannot always achieve. A short tone can confirm an action, alert us to a change, or establish a brand identity. These subtle details add up to create a seamless interaction between people and the products they use every day.

Shaping Brands Through Sound

In his career, Connor has partnered with brands like Tesla, Uber, Peloton, and YouTube, helping them design sound experiences that reinforce their brand identity and enhance usability. Whether it is the startup sound of a product, the feedback tone of a system, or the immersive audio that guides a workout, sound helps build trust and recognition.

By working at the intersection of creativity and technology, Connor shows how every note, chime, and tone can become a brand asset.

Inside the Creative Process

In the episode, Connor shares how he built a career in sound design, the tools he uses to craft distinct audio identities, and the principles that guide his work. His approach balances technical expertise with storytelling, ensuring that every sound feels intentional and aligned with the brand it represents.

Get an inside look at how sound can transform a functional interaction into an emotional connection.

Listen to the Full Conversation

The full conversation is available now on Spotify, and it offers insights not just for designers, but for anyone interested in the future of brand experience. Connor explains how sound has become a defining element for global brands and why companies of all sizes should be thinking about their audio identity. Ready to discover how sound can transform a functional interaction into an emotional connection? Let’s talk.

Listen to the episode on Spotify

AI Music and Brand Storytelling: How Technology Shapes Emotional Connection

At the heart of every successful brand is a story. Visuals, words, and experiences all work together to tell that story, but sound adds a layer of connection that nothing else can replicate.

Why Storytelling Matters in Branding

A single melody, a subtle soundscape, or even a short chime can evoke emotion, spark memory, and create a sense of belonging.

With the rise of artificial intelligence, the way brands use sound to tell their stories is changing. AI music is no longer just an experiment. It is being applied in advertising, retail, wellness, and entertainment to help brands shape experiences at scale. But how exactly does AI fit into brand storytelling, and what does it mean for building emotional connections with audiences?

What Is AI Music in the Context of Branding

AI music refers to compositions or soundscapes generated or enhanced by artificial intelligence. Instead of relying solely on human composers, brands can now use algorithms trained on thousands of musical styles to generate tailored sound that fits a campaign or experience.

In branding, AI music can support storytelling by:

• Producing custom soundtracks that align with campaign narratives.
• Creating adaptive music that changes with user behavior.
• Generating branded soundscapes for digital and physical environments.
• Enhancing interactive experiences, from apps to events.

Unlike generic stock music, AI-generated compositions can be customized quickly and at scale, giving brands new ways to align sound with their stories.

The Power of Sound in Emotional Branding

Sound has always been a shortcut to emotion. Neuroscience research shows that music activates the brain’s reward centers, triggering memory, nostalgia, and even physiological responses. This is why certain jingles stay stuck in our heads and why specific melodies can bring back vivid memories.

When integrated into storytelling, music does more than decorate a campaign. It becomes part of the narrative itself. Think of how film scores heighten drama or how brand jingles convey identity in seconds. AI adds a new dimension by making it possible to generate story-driven sound faster and with more flexibility than ever before.

How AI Shapes Brand Storytelling Personalization at Scale

One of the most powerful applications of AI music is personalization. Traditional brand soundtracks are one-size-fits-all. AI, however, can adjust compositions to reflect different audiences, demographics, or even individual preferences.

Imagine a fitness brand whose app generates motivational playlists based not only on workout type but also on user mood. Or a retail brand using adaptive soundscapes that shift based on foot traffic or time of day. These experiences turn storytelling into something dynamic and immersive.

Consistency Across Channels

Brand storytelling depends on consistency, but producing unique audio for multiple platforms can be costly and time-consuming. AI allows brands to create variations of a sonic identity that feel consistent without being repetitive. The core melody or theme remains, but the expression adapts to context — from TikTok ads to in-store activations.

Real-Time Storytelling

In interactive spaces like gaming, VR, or experiential events, AI music can respond to user actions in real time. This turns audiences from passive listeners into participants in the brand story. For example, a car brand could use AI sound design in a VR test drive that changes based on how the user navigates the environment.

Experimentation and Innovation

AI makes it possible to test multiple sound directions quickly. Brands can experiment with different moods, tempos, and instrumentations to see what resonates before finalizing a soundtrack. This accelerates creative exploration and allows for bolder storytelling.

Benefits and Opportunities for Brands

AI enables faster turnaround times for campaigns, allowing brands to keep up with real-time cultural moments while still telling coherent stories through sound. AI also provides tools for exploring genres and moods that might otherwise be inaccessible or too costly. This expands a brand’s ability to tell stories across different markets and audiences.

AI Generated Storytelling – Risks and Considerations

While AI can generate compelling music, relying solely on algorithms risks diluting authenticity. Storytelling is most effective when audiences sense human intention and creativity behind the work. If many brands use similar AI platforms, outputs may start to feel generic. Brands must ensure their sonic storytelling remains distinctive.

The biggest challenge is finding the balance between AI efficiency and human artistry. AI can generate options, but human oversight is essential to ensure music reflects the deeper values and emotions of the brand.

The Future of AI in Brand Storytelling

AI is not replacing the role of sound in storytelling. It is expanding it. As technology advances, we can expect to see more immersive, adaptive, and personalized audio experiences across industries. For brands, this means sound will play an even larger role in shaping recognition, loyalty, and emotional connection.

Those who approach AI music as a tool for enhancing rather than replacing creativity will unlock the greatest potential. Storytelling will remain a human endeavor, but AI will give brands new ways to make stories heard, felt, and remembered.

Make Brand Your Story Heard

Brand storytelling has always relied on sound to connect with audiences on an emotional level. AI powered music does not erase that truth, it amplifies it. By using AI thoughtfully, brands can tell richer stories, create more personalized experiences, and strengthen recognition in a crowded marketplace.

CMoore Sound helps brands navigate this new frontier by combining creative expertise with technological insight. If you are ready to explore how AI music can enhance your brand storytelling, our team is here to guide you.

AI Powered Music and Sound: A Threat to Real Creators?

Artificial intelligence has entered nearly every creative field, from visual art to copywriting, and the world of music and sound design is no exception.

AI powered music and sound platforms are now capable of generating melodies, harmonies, soundscapes, and even full-length compositions in seconds. The technology is advancing at a remarkable pace, raising an urgent question: is this innovation a threat to real creators, or a new tool that can empower them?

For brands, agencies, and musicians, the answer is not simple. On one hand, AI opens possibilities for rapid experimentation and scale. On the other, it challenges long-standing definitions of originality, authorship, and artistry. To understand what is at stake, it is important to look at how AI music works, what it offers, and what it risks.

What Is AI Powered Music and Sound

AI powered music refers to audio generated or enhanced through machine learning models trained on vast libraries of existing sound. These systems analyze patterns in rhythm, melody, harmony, and instrumentation to produce original compositions that mimic human creativity.

Key applications include:

• AI composition tools: Platforms that generate entire tracks based on prompts or style preferences.
• Sound design automation: Systems that produce ambient soundscapes, effects, or background music for video and games.
• Adaptive music engines: AI tools that adjust music in real time based on user interaction, such as in gaming or VR environments.
• Voice synthesis: AI that replicates or creates singing and spoken voices for performance or narration.

These technologies are already being used in advertising, film scoring, and interactive entertainment. The outputs are not always flawless, but they are increasingly convincing, and in some cases indistinguishable from human work.

Why AI in Audio Is Advancing So Quickly

Several factors explain the rapid growth of AI music and sound.

1. Data availability: Vast digital libraries of music and sound effects have provided training material for algorithms.
2. Computing power: Advances in GPUs and cloud computing allow AI to process and generate audio at scale.
3. Generative models: Breakthroughs in machine learning architectures, such as transformers, have made generative AI more flexible and powerful.
4. Commercial demand: Brands, advertisers, and content creators seek cost-effective and customizable sound solutions. AI meets this demand by providing quick, adaptable results.

The combination of technology and market pull explains why AI is not a future concept but a present reality in music and sound.

The Potential Benefits of AI Powered Music

Accessibility for Non-Musicians

AI lowers barriers to entry. Individuals and small businesses without the resources to hire composers can now access music tailored to their needs.

Speed and Efficiency

What once required weeks of composition can be generated in seconds. This efficiency is especially valuable in industries like advertising, where timelines are tight.

Customization at Scale

AI can create endless variations of a sound or track, allowing brands to maintain consistency while adapting to different audiences, regions, or platforms.

Innovation in Interactivity

In gaming, VR, and AR, AI powered adaptive music can change in real time based on user actions. This creates more immersive experiences than static soundtracks can achieve.

These benefits explain why adoption is accelerating across industries. However, they are not without consequences for professional creators.

AI Music Concerns for Real Creators

These challenges underline the tension at the heart of the debate: AI can create sound, but should it replace the human touch?

Authenticity and Originality

One of the central criticisms of AI music is that it may lack true originality. AI systems create new work by analyzing existing patterns, raising questions about whether the outputs are derivative or even infringing on copyrighted material.

Compensation and Value

If brands can generate music instantly, what happens to the livelihoods of composers, producers, and sound designers? Many fear a race to the bottom, where human creativity is undervalued or replaced.

Loss of Human Emotion

Even when AI produces technically strong compositions, some argue it lacks the emotional nuance of human expression. The risk is that audio becomes more functional but less meaningful.

Ethical and Legal Issues

Copyright law has not fully caught up with AI music. Questions about ownership, licensing, and fair use remain unresolved, creating uncertainty for both creators and clients.

How Creators and AI Can Coexist: A Tool, Not a Replacement

AI can handle repetitive or functional tasks, freeing human creators to focus on higher-level artistry, emotional depth, and storytelling.

Emphasize Human Supervision

AI outputs often require curation and refinement. Human expertise ensures quality, cultural sensitivity, and alignment with brand identity.

Collaborate with Technology

Forward-looking musicians are already experimenting with AI as a creative partner. Using AI to generate ideas, explore variations, or enhance workflows allows artists to expand their palette rather than shrink it.

Advocate for Fair Standards

Creators, platforms, and policymakers must work together to establish guidelines for compensation, attribution, and ownership in the age of AI music.

The Future of AI and Creative Sound

AI powered music and sound are not going away. If anything, the technology will become more advanced and more integrated into daily life. For creators, the choice is whether to resist or adapt. Those who embrace AI as a tool while preserving human creativity as the core value will likely find new opportunities.

For brands, the challenge will be deciding when AI solutions suffice and when human artistry is essential. In many cases, the answer will be both: AI for efficiency, and human creators for resonance and authenticity.

Why the Human Touch Still Matters

Recognition, trust, and emotional connection are built on authenticity. AI can generate patterns, but only people bring lived experience, cultural context, and emotional depth to music and sound. That human quality is what audiences respond to most deeply.

Brands that want to create lasting recognition cannot rely solely on automation. They need audio identities that are memorable, emotionally rich, and aligned with brand values. That is where professional sound design makes the difference.

CMoore Sound works at the intersection of creativity and technology. Our team helps brands harness innovation while ensuring that sound remains authentic, human-centered, and strategically aligned. IExplore the possibilities of AI powered music while protecting the value of real creators, we can help you strike that balance.

Audio Branding: A Guide to Brand Recognition

Why Sound Is Central to Brand Recognition

When people talk about brand recognition, they usually start with visuals. Logos, color palettes, typography, packaging, and design systems are seen as the foundation of identity. But recognition is not only visual. It is multi-sensory, and one of the most powerful and overlooked tools for creating recognition is sound.

The human brain processes sound faster than visuals, and audio cues are tied directly to memory and emotion. A familiar sound can instantly trigger associations that visuals alone cannot achieve. The short chime that plays when you open a laptop, the few notes that signal the start of a commercial, or the melody you hear on hold with customer service all embed themselves into memory. This is the essence of audio branding, and it is one of the strongest drivers of brand recognition in the modern marketplace.

What Is Audio Branding

Audio branding, also referred to as sonic branding or sound identity, is the intentional use of sound to define and reinforce a brand. Just as a visual logo provides an instant reference point, a sonic identity communicates personality, values, and distinctiveness through audio.

Forms of audio branding include:

• Sonic logos (short, memorable sound signatures)
• Branded music or jingles
• Product and interface sounds
• Brand voice and narration styles
• Curated soundscapes in physical or digital environments

At its core, audio branding is about designing sound with the same precision and strategy that brands apply to visual identity. Consistency is key. When a customer hears the same sound at multiple touchpoints, recognition builds and loyalty strengthens.

The Link Between Sound and Memory

The connection between audio branding and recognition is rooted in psychology and neuroscience. Studies show that humans are capable of recognizing and recalling sound patterns with remarkable accuracy.

Unlike visuals, which require conscious processing, sound often bypasses rational thought and connects directly with emotional centers in the brain.

For brands, this means a sonic identity can:

• Build faster recognition than visual logos alone
• Create emotional responses that enhance loyalty
• Improve recall in crowded markets
• Strengthen multi-sensory brand experiences

Think of the way the sound of a soda can opening instantly brings to mind refreshment, or how a smartphone’s notification tone signals not just a message but the brand itself. These associations are sticky because they operate at both a conscious and subconscious level.

Brands That Mastered Audio Recognition

Intel

The five-note Intel sound is among the most famous sonic identities ever created. It is short, simple, and globally recognized. The sound communicates innovation and reliability in a way that transcends language.

Netflix

Netflix’s startup sound is a perfect example of how audio branding creates anticipation. The quick, resonant “ta-dum” primes viewers for the entertainment experience that follows. It is not just a sound, it is a signal of what comes next.

McDonald’s

The “I’m Lovin’ It” melody has become inseparable from the brand. It works in multiple languages and contexts, proving the universal power of music to drive recognition.

Apple

From the Mac startup chime to the distinct click of AirPods snapping into place, Apple has built a product ecosystem where sound design plays as important a role as aesthetics. Each sound reinforces premium quality and user experience.

Mastercard

Mastercard’s investment in a global sonic identity is a case study in strategic audio branding. The company created a sound that could adapt across cultures while remaining recognizable. Today it plays in commercials, retail experiences, and digital interactions, reinforcing the brand consistently.

How to Build an Effective Audio Branding Strategy

Define Brand Personality Through Sound

The first step is to translate brand values into sonic characteristics. A luxury brand might focus on rich, layered tones. A playful consumer brand might lean into bright, energetic melodies. Sound must reflect personality.

Keep It Simple and Distinctive

The most effective audio identities are short and memorable. Complexity rarely sticks. A handful of notes, a crisp chime, or a short melodic phrase is more likely to achieve long-term recognition.

Ensure Consistency Across Channels

An audio brand should appear wherever customers interact. Digital ads, podcasts, app notifications, retail spaces, and even employee training materials are opportunities to reinforce sonic identity. Consistency builds recognition.

Integrate Sound Into the Product Experience

Some of the most successful audio branding strategies are built directly into the product. From the sound of a car starting to the confirmation tone of a payment app, functional sounds can be designed to carry identity.

Test Emotional Resonance

Audio branding must be tested with real audiences. A sound that is memorable but evokes the wrong emotion can damage recognition rather than help it. Research and testing ensure alignment between intention and perception.

Refresh Without Losing Recognition

Just as logos evolve, sonic identities can be updated. The key is to modernize while preserving recognizable elements. Brands that adapt over time without abandoning their core sounds maintain relevance without losing recognition.

Common Mistakes in Audio Branding

Not all sonic branding is successful. Some common mistakes include:

• Overcomplication: Too many notes or elements dilute memorability.
• Inconsistency: Using different sounds across campaigns confuses recognition.
• Copying competitors: A sound that is too similar to another brand weakens identity.
• Ignoring context: A sound that works in one environment may feel intrusive or inappropriate in another.

Avoiding these pitfalls ensures that audio branding strengthens recognition instead of creating noise.

The Future of Audio Branding in a Digital World

The rise of voice assistants, podcasts, immersive technologies, and spatial audio has elevated the role of sound in brand recognition. In voice-first environments, visual cues are absent. Sound becomes the primary way brands establish presence.

In gaming, AR, VR, and metaverse platforms, sound is integral to immersion. Brands that invest in sonic strategies now will be better positioned to engage audiences in these environments.

Even in traditional advertising, the shift to mobile-first experiences has made audio more valuable. Many consumers scroll without looking at visuals but still hear the sound of a video or ad. A strong sonic logo or jingle can capture attention even without imagery.

Why Audio Branding Strengthens Brand Recognition

Sound is fast, emotional, and memorable. In an era where attention spans are short and competition is constant, audio branding gives companies an edge. It helps brands stand out, builds familiarity, and creates emotional bonds that last.

Investing in audio branding is not a trend. It is an essential part of building recognition across every channel where customers encounter your brand.

CMoore Sound specializes in creating sonic identities that resonate. Our work helps brands design sound that is consistent, memorable, and impactful. If you are ready to strengthen your brand recognition through audio, contact our team and make your brand heard.

How We Modernized the State Farm Jingle

When a brand’s audio identity is as woven into culture as State Farm’s jingle, any update must walk the tightrope between reverence and reinvention. At CMoore Sound, that was precisely the design challenge we embraced alongside State Farm and Wolff Olins.

Honoring a Legacy Sound with Modern Scalability

State Farm’s jingle has been one of the most iconic melodies in American advertising for over 50 years. In a brand refresh that sought to preserve heritage while signaling future ambition, the mission was clear: evolve the original tune into a brand anthem that could scale across TV, digital content, social media, and internal communications.

With over a century of brand equity behind them, State Farm needed a sound that felt familiar yet bold. Our objective was to build on the decades of recognition embedded in the melody, while positioning the brand as a trusted leader with renewed forward momentum.

Dynamic Sound Design Rooted in Visual Identity

The refreshed visual logo featured three interlocking ovals offering motion and symbolism. We translated that into audio with a rhythmic core: three beats followed by a clap. This offered structural depth to the hero melody and reinforced the concept of connection.

A Flexible, Emotionally Responsive Sound System

Recognizing that State Farm communicates across countless channels and emotional tones, we developed a flexible sonic identity. It balances boldness with warmth, offering variants tuned for different moods and media formats.

We defined three emotional pillars for the sonic identity:

• Future Forward: Bold, contemporary sound design
• Calming Confidence: A warm, modern yet timeless palette
• Genuine Empathy: Tonal range adaptable to diverse messaging

This framework allows the sound logo and brand anthem to remain consistent and emotionally resonant, whether used in TV spots, digital ads, or internal branding.

A Sonic Identity Heard by Millions and Recognized

The result? A fully integrated sonic identity that respects legacy and embraces modernity. The updated sound logo not only reached millions daily, but was also ranked the second most recognizable audio logo in the US, according to Veritonic’s Audio Logo Index.

Veritonic noted high recall and familiarity rates, reflecting both brand association (81%) and the effectiveness of the sonic update.

Building Sound Systems That Scale

At CMoore Sound, we believe every sonic identity must be purposeful, flexible, and emotionally grounded. The State Farm anthem exemplifies how a sound can honor its past, adapt to today, and be ready for tomorrow.

In the future, iconic brand sounds won’t just be heard, they’ll be felt across platforms and touchpoints. With a dynamic and emotionally intelligent system, brands can craft experiences that resonate universally, in moments small and large.

Connor Moore Sound is dedicated to creating those scalable sonic identities, ones that amplify brand meaning and embed themselves into memory and culture. Let’s talk.