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Guitar company D’Addario admits that AI music was used in a promotional video
D’Addario has admitted that generative AI music tool Suno was used to regenerate a track in a promotional video for its guitar strings, reversing nearly two weeks of denials. The episode matters because the company initially blamed audio artefacts on export quality, plugins and AI-assisted mastering, before acknowledging it had shared inaccurate information and apologising.
The video promoted strings for extended-range guitars and low tunings, but viewers quickly questioned the recording and noted discrepancies between the released track and a purported Logic project session. Guitarist Rhett Shull reviewed original Logic files supplied by D’Addario and concluded Suno had probably been used; the company has now said it will require employees and creative partners to disclose generative-AI use and will strengthen review processes. It also apologised for deleting critical comments and blocking users.
In short
- D’Addario admitted Suno regenerated music in its strings promotional video.
- The company reversed earlier denials after scrutiny of audio files.
- It promises clearer AI disclosure and stronger content checks.
Steelman: both sides, in good faith
The strongest fair case each way — we don't pick a winner.
The case for
The severity of this situation lies not merely in the use of AI itself, but in the pattern of deception that followed. D'Addario actively denied using generative AI, attributing the artefacts to export issues and mastering processes, and then suppressed criticism by deleting comments and blocking users. Only after independent technical analysis did the company acknowledge the truth. This demonstrates that corporate good faith cannot be assumed; transparency must be enforced through scrutiny and accountability. The incident underscores the need for clearer disclosure requirements and stronger regulatory mechanisms to protect consumers from misleading marketing.
The case against
Whilst D'Addario's initial mishandling of the disclosure was regrettable, the company's response—transparent acknowledgment, apology, and implementation of new governance structures requiring disclosure of generative AI use—demonstrates appropriate accountability. In an evolving technological landscape, companies will occasionally misstep in understanding how new tools should be communicated. What matters is whether they correct course, and D'Addario has done so substantively. The company's willingness to transparently revise its practices suggests the current framework of corporate responsibility, combined with public scrutiny, is functioning as intended.
Explained simply
D’Addario is a US company best known for making guitar strings and other musical accessories. Its promotional video featured extended-range guitars, which have more strings than a standard guitar, and lower tunings, where the strings are set to play lower notes.
Suno is a generative AI tool that can create music from prompts or existing material. Musicians and audiences have raised questions about how such tools are used in commercial music, including whether their use is disclosed and how it affects the work of human performers and creators.
The questions around the video drew attention to the way companies check and describe music in their advertising. D’Addario’s response may also shape how it and its creative partners handle and disclose AI use in future promotions.
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