Universal Audio turning into AI company now?

[FarleyCZ]

Just bumped into this video:


...mentioning this reddit post:
https://www.reddit.com/r/universalaudio ... _of_touch/

Tl;dr: Supposedly the devs are being laid off, management is crazy about AI integration and they even mention Suno in the process.

If true, what's your view on that? Personally? The minute I see any generative AI being offered by UAD, they won't see a single dollar from me anymore. ...and depending on the severity of that integration, if I'm not able to use my old plugins the old way (without AI crap), I'll consider giving them "a Waves treatment". (Meaning ditching the company's products altogether. I got some alternative HW emulations already, so it would be relatively easy process for me, lol.)

[Dirtgrain]

Resist!

[Vortifex]

An anonymous poster making a bunch of unverified claims.

[FarleyCZ]

True, but just in case there is a grain of truth somewhere in there, a disclaimer for UAD and whorver else for that matter: No genAI pls. We no likey. Microsoft learned the hard way. Don't repeat their mistake.

[elxsound]

An anonymous poster making a bunch of unverified claims.

Just read the post and I think I believe him.

I'm seeing the same shit elsewhere in a different industry. AI is the new snake oil for CEOS and middle management to build their jump-ladder success stories from. It's a mad rush to do things now while everyone else works through the pains of slop. There are low-level managers regurgitating marketing points, about an increase in accuracy, meanwhile its accuracy, let alone relevance, is shit.

Back to the current industry, the rush for half-baked is my current take on quite a few things.

Anyways, if what's said is true, there's not likely anything UA would respond to from customers. They seemingly have a top-down approach to things and for me, they're easy to dislike because of their pricing models that screwed early adopters coming from Waves BS on MacOS.

I'm already looking beyond them and that might just be Softube for emulations. I have a feeling Softube is also positioning themselves this way, which could explain the filling out of their catalog with things done to death.

[DrOcsid]

I've used UAD's Labs thing and a lot of the ideas they float in it had to do with AI. So I can definitely see some reason to worry.

[Uncle E]

I've used UAD's Labs thing and a lot of the ideas they float in it had to do with AI. So I can definitely see some reason to worry.

"Describe Your Sound" seems cool. The sound still comes from UA's plugins/algorithms, the AI is just going to help you to tweak them to find particular sounds.

[jens]

I've used UAD's Labs thing and a lot of the ideas they float in it had to do with AI. So I can definitely see some reason to worry.

"Describe Your Sound" seems cool. The sound still comes from UA's plugins/algorithms, the AI is just going to help you to tweak them to find particular sounds.

[jamcat]

This guy threw away his career on this, instead of something useful like leaking the xUAD native port schedule?

[martinjuenke]

It seems that guy was a lowperformer, got fired by UAD and is now on his revenge trip.

[FarleyCZ]

Except he writes he didn't get fired yet.

[Pepin]

The video suggests no one would put in the effort to fake a post like this, ironically missing that the post itself could be AI generated.

It might be true, but I see no reason to believe it until the promised proof is provided.

[martinjuenke]

Except he writes he didn't get fired yet.

Of course he lied about that, otherwise he would be easily identifiable.
If not, he would be an illoyal jerk.
Not trustworthy.

[FarleyCZ]

I really hope you're right. Simple "no, we're not integrating with Suno" tweet from UAD would be enough to close this case once for all, hough.

[Dirk Diggler]

Well if it's true, Adios UAD.

Aren't most of their software offerings clones of hardware anyway?

When decisions are made using cheapnis as the criteria, everyone loses.

I'll choose humans over machines any day for creativity.