Guitar Center hits right note with AI

US musical instrument retailer Guitar Center has launched and AI shopping assistants

The mobile-based “Rig Advisor” delivers real-time in-store recommendations, artist-inspired tone matching, and simplified gear guidance for musicians at every level.

It enhances the in-store experience by giving musicians an easy way to navigate options and make more confident decisions, whether they’re browsing solo or working with a store expert.

“Rig Advisor is like having a professional gear consultant in the palm of your hand, delivering lightning-fast answers as you explore our music stores,” said Gabe Dalporto, CEO of Guitar Center. “It will turn our stores into tech-powered music hubs where creativity, curiosity, and inspiration lead the way.”