At this January’s massive NAMM music tech show in Los Angeles, six products won “best of show” awards. Several of them went to major music and electronic brands like Yamaha and Boss, but one of the six went to Neural DSP, a much smaller company started in 2017 by Chilean immigrants to Finland. From its base in the Helsinki area, Neural has made itself an expert in the use of machine learning, robots, and impulse response technology to automate the construction of incredibly lifelike guitar amp modeling software. It quickly jumped into the top ranks of an industry dominated by brands like Universal Audio, Kemper, Line 6, and Fractal. For a hundred bucks, you could buy one of the company’s plugins and sound like a guitar god with a $10,000 recording chain of amps, cabinets, effects pedals, and microphones. In 2020, Neural branched out into hardware, putting its tech not in your computer but in a floor-based box covered with footswitches and called the Quad Cortex. While the company’s plugins could each replace one entire pedalboard of gear—plus a few amps and cabs—the Quad Cortex could replace a Guitar Center-sized warehouse of devices, offering hundreds of amps, cabs, and effects. How was this possible? High-quality gear models used to take much longer to build; the best were often built by modeling every single component of the underlying circuit. Machine learning offered a faster way, one that didn’t care about the circuit at all. What it cared about was the input signal (which was known) and the output signal (which contained all the changes imposed on the signal by the circuit, the speaker, the cabinet, and/or the mic in question). A computer could then calculate what the device was doing to the signal without knowing anything about “how it worked.”