WIRED and DNAi: An AI podcast that sounds human

WIRED teamed up with tech start-up DNAi on a new podcast about artificial intelligence. Two strong brands gave birth to a third: Beyond AI. The challenge was to make it instantly recognisable in a crowded podcast market, especially in the busy AI niche.

They needed a sound that would

  • Feel warm and human as well as technological, sparking curiosity while staying trustworthy.

  • Make AI feel approachable rather than intimidating.

  • Fit episodes with very different topics and guests.

  • Be recognisable within the first few seconds.

  • Stay flexible for pilots, full episodes, and shorts.

Our approach

We focused on listeners rather than on the technology. The aim was to spark curiosity and wonder, and the feeling that the future is fascinating, not frightening.

We combined organic strings, a nod to both tech wires and DNA strands, with subtle synths and electronic textures. The result sounds like a natural dialogue between people and AI, grounded by a gentle, heartbeat-like pulse. The melody is curious and always moving forward, just like the debates on Beyond AI.

The result

High completion rates, long listening times, and plenty of enthusiastic feedback on the music. Some of the WIRED team even wanted the main theme as their ringtone.

This is how it sounds

Sound logo

The signature that ties together every episode and social media post.

Intro

A musical opening that sets the mood and builds anticipation.

Transition stingers

Natural bridges that keep attention high and highlight key quotes.

Main theme

Strings and synths in a melody the team wanted as a ringtone.

That's what the client says

We worked with Trebledu on a podcast series about artificial intelligence. We loved their innovative approach, openness and professionalism, which helped us take the project to a new level sonically.

Michal Kučera

CEO, WIRED CZ and SK

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