“What AI means to Universal Audio is less important than what it means to the music-making community”: CEO Bill Putnam Jr. shares why the brand doesn’t “make a big deal” out of AI featuresUniversal Audio CEO Bill Putnam Jr. isn’t worried about artificial intelligence.
In a new interview with MusicTech, the executive reveals why the brand doesn’t “make a big deal” out of having “important” AI-based features in its products, such as in the case of LUNA, the DAW it made free to download for Mac users back in 2023.

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Putnam, who admittedly uses AI to assist with prompts for his daily writing exercises, says that while anyone can make music with a single line of text and a ‘Generate’ button these days, the true magic often lies in the creative process and not the end result – a lesson his woodworking hobby has taught him.
“What AI means to Universal Audio is less important than what it means to the music-making community and the overall professional community,” he says.
“Obviously, if a computer can make music fool a listener as to whether it was created by a human or a computer, it’s certainly provocative. And then I realised, [with woodworking], I will never make a piece of furniture as well as I can go out and buy one. …Yet I find joy in making.”
“We’re makers – humans are creative beasts, you know? I can press a button right now and make music better than I’ll ever be able to, yet playing music with friends is still one of the biggest joys.”
“I don’t think I’m ever going to lose this childlike glee with new technology. I still love new stuff,” he adds. “And obviously, the most recent being everything that AI is bringing, both good and bad.”
Earlier this month, UA launched Apollo Constellations, which included an upgrade to its lineup of beloved Apollo X audio interfaces, the Topline Vocal Suite, UAD Guitar Amp plugins, and the announcement of the Apollo Monitor Correction, in collaboration with Sonarworks.
The post “What AI means to Universal Audio is less important than what it means to the music-making community”: CEO Bill Putnam Jr. shares why the brand doesn’t “make a big deal” out of AI features appeared first on MusicTech.