Fender CEO frames AI as evolution of existing music practice, not revolution

Fender's CEO believes the conversation around AI in music misses a fundamental point: machine learning has been part of the creative process far longer than people realize.

Cole argues that artificial intelligence, in various forms, has always shaped how musicians work. The real obstacles to picking up an instrument, in his view, are twofold—first comes the effort required to master playing technique, and second comes the challenge of original composition.

How musicians have always used 'analog AI'#

Rather than treating AI as a new phenomenon, Cole points to two established practices he describes as analogous to what modern technology now enables. Learning songs by established artists—cover music—functions as a form of musical instruction that bypasses the need for immediate songwriting ability. A guitarist inspired by REM, U2, The Smiths, or The Cure can absorb their style and approach by recreating their work before attempting to compose original material.

Similarly, collaborative songwriting within a band mirrors what algorithmic tools can now do. A musician might bring a basic idea—a melodic hook or a guitar riff—and watch it evolve as bandmates contribute their own parts. The drummer locks in a rhythm, the bassist adds harmonic texture, and what emerges is something greater than the initial seed.

AI as creative catalyst#

Cole sees modern AI as simply playing the role that fellow musicians have always filled. Rather than disrupting creativity, he suggests the technology could help aspiring songwriters move beyond imitation and toward original work faster. "I actually think that we are in the brink of freeing up people to move beyond the same old covers and to really get into working like they do with their bands," he says, positioning AI as a tool that democratizes the collaborative process—making it accessible even when a full band isn't available.