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CEIBS MBA ranked #1 in Asia for ninth consecutive year


SHANGHAI, CHINA – Media OutReach Newswire – 21 February 2025 – In the Financial Times‘ 2025 global ranking of MBA programmes, CEIBS has once again been named #1 in Asia, marking nine consecutive years as the highest ranked programme in the region on the internationally authoritative list. The programme was ranked #12 globally.

CEIBS MBA ranked #1 in Asia for ninth consecutive year

This accomplishment demonstrates the robustness and enduring quality of our programme in a climate of increasing uncertainty for management education and the global economy, highlighting both its fundamental strengths and its key attributes that are unique in the world of international MBA programmes.

Across the globe, management education is undergoing a transformation amidst changing demands from participants, disruptive technologies, and an economic environment that is affecting both global job markets and the perceived value of MBA qualifications themselves. While many institutions struggle, this year’s ranking also reflects the growing strength of management education in China overall. To have maintained a leading position in the face of both these changing circumstances and intensified regional competition demonstrates our programme’s ability to adapt, as well as our commitment to offering a worldclass experience to participants.

A deeper look at the individual metrics that compose the overall ranking shows the unique characteristics that make the CEIBS MBA stand out amongst global business schools. The CEIBS MBA is dedicated to offering a diverse and international experience in line with the school’s overall mission of providing “China Depth, Global Breadth”, which is notably reflected in the fact that the programme continues to rank #1 globally in terms of international board and women on board, and continues to rank within the top 20 in terms of international course experience.

More notable than our consistent strengths, however, is that in other areas our MBA programme has made great strides this year. Particularly important to us is a jump of 26 places in ESG and net zero teaching, placing us in the global top 20. This remarkable progress represents the commitment of everyone, from school and programme leadership to faculty and staff, to ESG principles in teaching and operations, and places us in good stead to develop even further in this regard, establishing the CEIBS MBA as a global leader in ESG in management education.

This year’s ranking also highlights the CEIBS MBA programme’s continued prowess in faculty and research. The school’s worldclass faculty is instrumental in the success of all its programmes, a fact that is bolstered by our impressive climb of 11 places in the ranking’s FT research indicator this year, and our continued placement of #1 globally in terms of faculty with doctorates.

Perhaps most important of all is the fact that this year’s ranking demonstrates the tangible impact that the CEIBS MBA can have on the lives and careers of its participants. Our career progress rank improved by 13 places to reach #7, placing us in the global top ten and ahead of many other leading business schools at the top of the overall ranking. Our ranking in aims achieved also jumped 21 places. These individual metrics, based on the experience and reporting of those that have experienced the programmes themselves rather than data provided by the school, represent a level of satisfaction amongst our large and successful alumni network for which we are extremely grateful, and which reflects our focus on delivering opportunities for dynamic growth and genuine positive value to our participants. In today’s changing global climate, the worth of MBA qualifications is sometimes called into question; we are proud that this year’s FT ranking demonstrates that the CEIBS MBA proves these doubts wrong.

Following this recognition of our MBA programme’s continuing strength and global competitiveness, CEIBS remains committed to building on over three decades of success and offering our participants even higher standards in the future, providing management education that is informed by our motto of “Conscientiousness, Innovation and Excellence”.Hashtag: #CEIBS

The issuer is solely responsible for the content of this announcement.

About CEIBS MBA

CEIBS’ full-time English-language MBA programme is an intensive 12- or 16-month journey combining academic rigor, experiential projects and personal transformation. Designed with the school’s motto of “China Depth, Global Breadth” in mind, students build on business fundamentals before taking deep dives into electives. Learn more .

About CEIBS

China Europe International Business School (CEIBS) was co-founded by the Chinese government and European Union (EU) in 1994 and has campuses in Shanghai, Beijing, Shenzhen, Accra (Ghana), and Zurich (Switzerland).

CEIBS is committed to educating responsible leaders versed in ‘China Depth, Global Breadth’ and serves as an important platform for exchange and co-operation between China, Europe and the world.

The school offers MBA, Finance MBA, EMBA, Global EMBA, Hospitality EMBA, DBA, Executive Education and PhD programmes. CEIBS has ranked #1 in Asia in the Financial Times global ranking of MBA programmes for nine consecutive years and is currently ranked #1 in the world on its global ranking of EMBA programmes.

CEIBS has more than 32,000 alumni from over 90 countries and regions around the world and has provided management training for more than 265,000 executives worldwide.

Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service

  • Hyundai Motor CEO José Muñoz shared his strategic vision for the company, encouraging direct and open communication between employees
  • Muñoz emphasized Hyundai Motor’s customer-centric vision and the need to deliver exceptional customer service across every element of operations
  • He reinforced the company’s commitment to delivering high-quality products as part of Hyundai Motor’s aim to further strengthen global competitiveness
  • Muñoz underscored Hyundai’s global EV and autonomous driving leadership, pointing to further success through tech development and strategic partnerships
  • Now in its 30th year, the Namyang R&D Center is crucial to Hyundai Motor’s global innovation efforts, supporting comprehensive vehicle and technology development

SEOUL, South Korea, Feb. 21, 2025 /PRNewswire/ — Hyundai Motor Company President and CEO José Muñoz held a town hall meeting with employees at the company’s Namyang R&D Center, his first such meeting since assuming the role of Hyundai Motor CEO. At the event, Muñoz underscored his commitment to direct communication with employees and that engineers share the common language of data and statistics.

Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service
Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service

Beginning the town hall, President Muñoz spoke directly about future business plans, emphasizing the importance of Hyundai Motor’s customer-centric philosophy and achieving the highest quality standards to ensure sustainable success amid the rapidly changing business environment.

“As an engineer myself, I have been looking forward to spending time with the outstanding team here at Namyang. I tend to challenge engineers, because I have high expectations for people I care about, like my family,” said President Muñoz.

Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service
Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service

President Muñoz shared his reflections on his first two months as CEO and outlined Hyundai Motor’s management strategy, future vision, and approach to overcoming key challenges.

“We will succeed by continuing to deliver beautifully designed, high-quality vehicles with technology that customers want. We must treat our customers as honored guests and provide exceptional service,” he said.

Muñoz also shared his leadership approach, offering insights from his extensive global automotive and mobility industry experience. Since joining Hyundai Motor Company in 2019, he has driven significant growth and profitability, solidifying his leadership in the global mobility industry.

Speaking at the town hall, President and CEO Muñoz said, “It’s an honor to serve our customers, employees, dealers, suppliers and other stakeholders in this new capacity.”

Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service
Hyundai Motor Company President and CEO José Muñoz Holds Town Hall with Employees at Namyang R&D Center, Underscoring Commitment to Quality and Customer Service

The session reinforced the pivotal role the Namyang R&D Center has played in Hyundai Motor’s position as a top three global mobility brand. Celebrating its 30th anniversary this year, the 3.47 million-square-meter facility is a comprehensive research and development hub, with world-class capabilities in software development, design and engineering, and vehicle testing and evaluation.

“Our global center for R&D has a phenomenal track record of delivering beautifully designed, high-quality, safety-focused vehicles with technology and features that our customers value. This is evidenced through Hyundai’s increasing sales, market share, profitability, and industry accolades around the world. I don’t think any brand has won more World Car of the Year Awards than Hyundai in the last few years, and we can trace this back to all the excellent work happening here in Namyang. This is where the magic happens!” he added.

Closing the event, Muñoz called on all Hyundai Motor employees worldwide to continue striving for excellence, encouraging them to “Stay humble, stay hungry, work hard and always have a customer service mindset – I am here to serve you so we can serve our customers together.”

About Hyundai Motor Company

More information about Hyundai Motor and its products can be found at: https://www.hyundai.com/worldwide/en/ or Newsroom: Media Hub by Hyundai

GAC Accelerates Global Expansion at 2025 International Partner Conference

GUANGZHOU, China, Feb. 21, 2025 /PRNewswire/ — On February 18, GAC INTERNATIONAL successfully hosted its 2025 International Partner Conference, welcoming over 500 representatives from 74 countries and regions. Themed “WE WIN TOGETHER • DRIVING THE FUTURE,” the event highlighted GAC’s commitment to global growth, innovation, and long-term partnerships. Feng Xingya, Chairman and President of GAC Group, attended the conference and engaged in face-to-face discussions with some distributor partners, further strengthening their trusts in collaboration and fostering a win-win approach to GAC’s international business growth.

 

GAC Accelerates Global Expansion at 2025 International Partner Conference

At the event, Yu Jun, Vice President of GAC Group, delivered a powerful message, “GAC is committed to working hand in hand with our global partners to drive the future of mobility. Through innovation, collaboration, and an unwavering focus on customer needs, we will build a globally competitive brand that stands at the forefront of the industry.”

GAC reaffirmed its goal to expand its global presence, unveiling its three-year “Panyu Action Plan.” The initiative focuses on strengthening brand influence, enhancing financial and logistics efficiency, and deepening technological collaboration. As part of its strategy, GAC is set to introduce a diverse lineup of ICE, HEV, PHEV, and BEV models tailored to different markets while advancing ADAS technology for safer mobility.

In 2024, GAC achieved a remarkable 96% year-on-year sales growth, accelerating its expansion into new markets. Looking ahead, the company plans to increase its footprint to 100 global markets with an export target of 500,000 vehicles by 2027. Strategic partnerships with industry leaders such as Toyota, Honda, and Huawei further reinforce its expertise in premium EV and smart mobility technologies.

GAC INTERNATIONAL President Wei Haigang outlined six key pillars driving the company’s global vision: brand internationalization, diversified product offerings, localized production, integrated sales and service, a sustainable automotive ecosystem, and continuous innovation. Global Chief Operating Officer Thomas Schemera emphasized GAC’s goal of strengthening its supply chain efficiency and after-sales service, ensuring superior customer experiences worldwide.

During the event, outstanding distributor partners shared success stories on market expansion, customer engagement, and logistics efficiency. GAC also honored top-performing distributors and partners, recognizing their contributions to the company’s global success.

As GAC continues to deepen its presence in international markets, it remains committed to delivering top-tier quality, pioneering technology, and a superior mobility experience. With a steadfast focus on customer-first principles, GAC aims to drive the global automotive industry forward through innovation and collaboration.

City snaps up its photo opportunities

BEIJING, Feb. 21, 2025 /PRNewswire/ — A news report from China Daily:

A tourist dresses up and poses for photos at Harbin Railway Station. [Provided to China Daily]
A tourist dresses up and poses for photos at Harbin Railway Station. [Provided to China Daily]

Despite arriving in Harbin, capital of Heilongjiang province, at midnight, Bu Shengyao rose early the next day and spent the entire morning having her photo taken in front of Saint Sophia Cathedral.

“This is my most important task during my trip to the city,” said the 25-year-old from Hangzhou in East China’s Zhejiang province. “Wearing European-style royal attire and holding a scepter, I enjoy the experience of dressing up as a princess.”

The cathedral, one of the best-known landmarks in Harbin and a well-preserved example of Byzantine architecture in China, is open to the public as an architectural art gallery.

Bu said: “As such photos are quite popular on social media platforms, I booked my assignment with a travel photography studio in Harbin several days in advance. I have never seen such magnificent Russian-style architecture before, and I am really looking forward to receiving my photos.”

The Harbin branch of Daka Travel Photography has had 40 to 50 customers a day in the winter season.

Zhao Wenlin, manager of the business, said: “Most of our clients come from southern areas of China, such as Guangdong, Hunan, Jiangsu and Zhejiang provinces, as well as Shanghai. Their ages range from 8 to about 50.”

“Daka Travel Photography, which is based in Beijing, has branches nationwide, but the one in Harbin is by far the company’s busiest,” she said. “There are at least 100 photographic studios in surrounding areas, and our staff members usually work from 9 am to midnight.”

Harbin Railway Station, with its European-style architecture, has also gained fame on social media.

Since China Railway Harbin Group operated the first photography-themed train in early January, approximately 1,000 passengers have taken photos during the journey on Train K5197 running from Harbin to Yabuli, a ski resort cluster that has eight venues for the ninth Asian Winter Games.

The ongoing sporting event has attracted the attention of global tourists this winter, injecting strong impetus into the development of the local ice and snow economy.

As its snow and ice economy continues to boom, Harbin has once again jumped to the list of popular tourism destinations domestically and abroad.

Purpose-led giving by Dr Lillyn Teh: Second Gift of S$2 Million Follows Initial Gift of S$3.14 Million Gift to SMU

Provides 25 Additional Study Awards and Bolsters International Exposure for 250 Students

SINGAPORE, Feb. 21, 2025 /PRNewswire/ — Singapore Management University (SMU) is proud to announce an additional S$2 million gift from Dr Lillyn Teh—her second major contribution following her initial S$3.14 million gift in April 2024. Her new gift is a timely boost for SMU in our silver jubilee year, expanding the Lillyn Teh Endeavour Study Award and launching the Lillyn Teh Global Endeavour Grant, reinforcing SMU’s commitment to breaking financial barriers and enriching student experiences.

Building on her first gift in 2024 — which provides eight non-bonded Study Awards per academic year over five consecutive years (AY2024/2025 to AY2028/2029) —this new gift adds 25 additional non-bonded Study Awards to be disbursed in AY2025/26. Each is valued at S$40,000 (S$10,000 annually over four academic years) to support tuition and study-related expenses.

In addition, 250 students will benefit from a S$4,000 Lillyn Teh Global Endeavour Grant each, allowing them to participate in overseas exposure activities such as international exchange programmes, short-term study programmes, or global internships. The gift expands SMU students’ opportunities for global exposure and enriches their learning experience in Asia and beyond.

A Commitment to Global Exposure

As Singapore’s first university to make global exposure mandatory as a degree requirement, SMU boasts a network of over 220 partner universities in more than 150 cities across 45 countries. This initiative ensures every student participates in an international experience—be it through exchanges, summer schools, overseas internships, or community service projects.

Strengthening Financial Support for All

SMU’s needs-blind admissions policy ensures that financial constraints never stand in the way of talent and student development. In AY2024, over S$10 million was allocated to financial aid programmes, while the refreshed SMU Access Plus scheme now covers full tuition and, for the lowest-income students, provides an annual living allowance.

A Legacy of Giving Back

Dr Lillyn Teh was an educator and taught at two American universities before joining the private sector, where she managed one of the largest US pension funds and was responsible for US$60 billion in global equities. Now happily retired, she attributes her personal success to the strong support and encouragement she received from her parents and is deeply committed to enabling young individuals to reach their full potential.

“Education is the foundation for success and a means to bridge socio-economic gaps. By empowering students with financial support and global exposure, I hope to help shape future leaders who are adaptable, creative, and ready to tackle new challenges,” said Dr Teh.

Strengthening SMU’s Commitment to Student Success

SMU President, Professor Lily Kong expressed gratitude for Dr Teh’s generosity, stating: “Dr Teh’s ongoing support for education underscores the profound impact that philanthropy can have on young lives. Her gifts will provide invaluable opportunities for students, particularly those from disadvantaged backgrounds, to excel in their studies and gain international experience. Her continued philanthropy reinforces SMU’s mission to nurture leaders who are both locally grounded and globally competitive. This is an investment in our collective future.”

-END-

About SMU

A premier university in Asia, SMU is internationally recognised for its world-class research and distinguished teaching. Established in 2000, SMU’s mission is to generate leading-edge research with global impact and to produce broad-based, creative, and entrepreneurial leaders for the knowledge-based economy. SMU’s education is known for its highly interactive, collaborative, and project-based approach to learning.

Home to over 13,000 students across undergraduate, postgraduate professional and postgraduate research programmes, SMU comprises eight schools: School of Accountancy, Lee Kong Chian School of Business, School of Economics, School of Computing and Information Systems, Yong Pung How School of Law, School of Social Sciences, College of Integrative Studies, and College of Graduate Research Studies. SMU offers a wide range of bachelors’, masters’, and PhD degree programmes in the disciplinary areas associated with its schools, as well as in multidisciplinary combinations of these areas.

SMU emphasises rigorous, high-impact, multi- and interdisciplinary research that addresses Asian issues of global relevance. SMU faculty members collaborate with leading international researchers and universities around the world, as well as with partners in the business community and public sector. SMU’s city campus is a modern facility located in the heart of downtown Singapore, fostering strategic linkages with business, government, and the wider community. www.smu.edu.sg

Laos, Thailand Sign Four Joint Agreements to Strengthen Bilateral Ties

Lao Prime Minister Sonexay Siphandone met with Thai Prime Minister Paetongtarn Shinawatra during his visit to Thailand
Lao Prime Minister Sonexay Siphandone met with Thai Prime Minister Paetongtarn Shinawatra during his visit to Thailand

On 20 February, Lao Prime Minister Sonexay Siphandone met with Thai Prime Minister Paetongtarn Shinawatra during his visit to Thailand, aiming to strengthen the relationship between the two nations.

The leaders discussed expanding economic cooperation, boosting trade, investment, and connectivity. 

Lao Prime Minister Sonexay Siphandone met with Thai Prime Minister Paetongtarn Shinawatra during his visit to Thailand
Lao Prime Minister Sonexay Siphandone met with Thai Prime Minister Paetongtarn Shinawatra

They focused on developing key transportation routes, including land and railways, as well as the fifth Lao-Thai Friendship Bridge, which will connect Bueng Kan Province in Thailand to Bolikhamxay Province in Laos. The bridge is expected to be completed in December.

Other key projects include a railway bridge, the Mekong bridge Crossing River Chomphet-Luang Prabang, and enhancement Route 12 link to the East-West Economic Corridor. The 793-kilometer-long In Laos route 12 connects Thakhek in Khammouane Province to the Na Phao border checkpoint with Vietnam, the purpose of Route 12 the East-West Economic Corridor is to improve trade and logistics among Myanmar, Thailand, Laos, and Vietnam.

Lao Prime Minister Sonexay Siphandone and Thai Prime Minister Paetongtarn Shinawatra Unveiled the symbol of 75th anniversaries of diplomatic relationship Laos and Thai
Lao Prime Minister Sonexay Siphandone and Thai Prime Minister Paetongtarn Shinawatra Unveiled the symbol of 75th anniversaries of diplomatic relationship Laos and Thai

In addition, the two countries agreed to further collaborate on electricity grid interconnection, promote bilateral investment in agriculture, and focus on fuel imports in Laos. 

They also committed to continued cooperation in a variety of development sectors, including health, education, agriculture, natural resources and the environment, tourism, justice, and labor. 

TK Elevator secures strategic projects in Egypt’s New Administrative Capital to shape the future of urban mobility

  • TK Elevator secures orders for a total of 185 units in Egypt’s New Administrative Capital.
  • The National Bank of Kuwait and Misr Italia Properties chose to partner with TKE to support their respective projects in the new capital.
  • These prominent partnerships in the Middle East region demonstrate TKE’s capability to deliver innovative and reliable urban mobility solutions for the growth of future cities.

DÜSSELDORF, Germany, Feb. 21, 2025 /PRNewswire/ — TK Elevator (TKE), a global leader in vertical transportation and urban mobility, has secured orders for a total of 185 elevator units with two strategic collaborations in Egypt’s New Administrative Capital. This includes a milestone contract win with a returning customer, the National Bank of Kuwait (NBK), and a new customer win with Misr Italia Properties for its luxury boutique development, Vinci – COMO Lakes. These project wins underscore TKE’s reputation for supporting customer success through urban renewal and expansion with innovative mobility solutions that are essential for future urban life.

In 2019, TK Elevator supplied the NBK’s corporate headquarters in Kuwait City with 10 sets of TWIN systems and other mobility solutions. For this new project, the Bank ordered a total of 17 units of enta300 and meta100 elevators for its country head office in Egypt’s New Administrative Capital.

Misr Italia Properties, a leading real estate developer in Egypt known for its dynamic projects, is set to develop Vinci – COMO Lakes, a luxury boutique development in the residential heart of the new capital. The community will feature high-end villas with exceptional, sustainable designs, and 40 TKE elevators in the first phase of the development.

The New Administrative Capital is projected to be a significant growth driver for Egypt, with plans to include a new presidential palace, a new parliament building, areas dedicated to foreign embassies and government administrations, as well as various districts for business, finance, arts and culture, and an expansive green park. TK Elevator’s selection to support the mobility needs of these prominent customers for key strategic projects is a testament to TKE’s achievements in the dynamic Middle East region.

“TKE offers a full range of urban mobility innovation, from products, solutions and service that serve as the essential backbone for transformative projects like Egypt’s New Administrative Capital,” said Jürgen Böhler, CEO Asia Pacific at TK Elevator. “As cities evolve and expand, our technology is essential for seamless accessibility and connectivity, enabling them to move beyond.”

“We are thrilled to bring TK Elevator’s urban mobility solutions to the New Administrative Capital in Egypt,” said Ahmed Alaa, Managing Director at TK Elevator Egypt. “It is a pleasure to collaborate once again with the National Bank of Kuwait on its new head office, and we look forward to seeing the development of Vinci – COMO Lakes come to fruition. Elevators, escalators and moving walks are essential components for future cities. We remain dedicated to supporting urban renewal and expansion through our transformative engineering and services, ensuring that people can move swiftly and safely in their daily lives.”

ABOUT TK ELEVATOR

TK Elevator (TKE) is a global leader in vertical transportation and urban mobility. We provide engineering that keeps the world moving, from design to installation and maintenance on any brand of elevators, escalators, walkways, lifts, passenger boarding bridges, stairlifts, platform lifts and home elevators – any place and any time. With our digital solutions like AGILE and the IoT platform, MAX, there are no longer any limits to urban mobility. TK Elevator became independent following its separation from the thyssenkrupp group in 2020. The company achieved sales of €9.3 billion in fiscal year 2023/2024. With around 50,000 employees, 25,000 service technicians and over 1,000 support centers globally, we are moved by what moves people. TKE – Move Beyond.

PRESS IMAGES
can be downloaded here (Source: Haytham – stock.adobe.com).

The Future of Music: How PositiveGrid’s SparkAI tone is Leading the Next Tech Revolution

LAS VEGAS, Feb. 21, 2025 /PRNewswire/ — Founded in 2013 by a team of music-tech obsessives, PositiveGrid has been breaking boundaries ever since. It specializes in building smart, connected tools like software BIAS and hardware Spark series, an AI-powered amps that inspire individuals to play more than ever, with intuitive features like Smart Jam and Auto Chords, plus an arsenal of gear and immersive sound, that allow player to connect amplifiers with a free mobile app to effortlessly fuel creativity. Today, PositiveGrid has become one of the TOP3 best selling amplifier brands in the North America market with over 500,000 users around the world and was awarded by NAMM show and Guitar World by numerous times.


Guitar legend Steve Vai tries SparkAI

 

the interface of SparkAI in Spark app
the interface of SparkAI in Spark app

At its core, PositiveGrid’s SparkAI is an AI-powered tone generator embedded in the company’s highly successful Spark app. Using deep learning, self-supervised learning, and transformer-based models—technologies typically associated with language processing—SparkAI can generate remarkably authentic guitar sounds. By analyzing vast amounts of audio data and understanding the intricate patterns that define a musician’s tone, it brings musicians closer than ever to achieving their ideal sound with minimal effort.

While traditional guitar amplifiers rely heavily on analog circuitry and preset configurations, SparkAI completely reimagines this approach. The system is built to adapt to a musician’s playing style, preferences, and genre, offering a dynamic and personalized experience. Whether you’re an experienced professional or a novice guitarist, SparkAI seamlessly adjusts to suit your needs, making it an incredibly versatile tool in any musician’s kit.

The magic of SparkAI lies in its unique use of self-supervised learning and audio signal processing. The process begins by converting vast amounts of audio data into “tokens”, a technique commonly used in language processing models. These tokens represent various characteristics of sound, such as pitch, tone quality, and texture, which SparkAI then uses to learn the logic of tone creation.

Overall, the success of SparkAI signals a major shift in how AI can be applied to music production. As more and more AI-driven solutions emerge—whether for creating music, generating lyrics, or even mastering tracks—the boundaries of what is possible within the music industry are rapidly expanding. PositiveGrid’s use of AI to replicate and innovate on traditional guitar sounds is just the beginning.