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D'Addario admitted using AI music from Suno in a promotional video after two weeks of denials

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After almost two weeks of denials, D'Addario admitted that it had used music generated by Suno in a promotional video. It had previously attributed the suspicious sound to a poor-quality export or the plugins Autotune, LANDR and Logic.

Music accessories manufacturer D'Addario admitted that it created the music in one of its promotional videos using the AI tool Suno. The admission came only after almost two weeks during which the company repeatedly denied allegations of using generative AI, even as evidence against it mounted.

During the disputed period, the company offered various alternative explanations for the suspicious sound of the recording – citing a poor-quality file export, digital noise caused by a combination of plugins such as Autotune, or the use of AI-assisted mastering tools LANDR and Logic. Ultimately, however, it edited its original Instagram post from 29 July, in which it had denied using generative AI, adding an admission that it had been wrong.

You can find the details in the source article.

What changed

Why it matters

The case shows how companies respond when undisclosed use of generative AI in marketing is exposed – repeated denials despite the evidence prolonged the scandal and damaged the credibility of the brand more than admitting the use of AI immediately would have. For consumers and music industry professionals alike, it is a reminder that claims about the "authenticity" of promotional content cannot automatically be taken at face value.

Two audiences, two different impacts

What this means

01

For individuals

It shows that claims by companies about the origin of content in advertisements (for example, that music was recorded live) may not reflect reality until the companies are forced to admit the truth by the available evidence.

What to do When assessing advertising content, consider the possibility that an element presented as "authentic" (e.g. music) may actually have been generated by an AI tool, even if the company initially denies it.
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02

For a business

A company that denied using AI for almost two weeks despite the evidence and only then admitted the truth prolonged and deepened the damage to its reputation; the case highlights the risk associated with a lack of transparency about the use of generative AI in marketing.

Risks and compliance
What to decide Check whether company marketing policies clearly require disclosure of the use of AI tools in promotional content, and whether crisis communications are set up to respond to documented evidence with an admission, rather than repeated…
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AI music D'Addario incident Suno transparency

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Event sources

only one source so far · 1 publisher, 1 independent. We count feeds from the same owner only once.

1
The Verge AI independent context · first detected Guitar company D’Addario admits that AI music was used in a promotional video