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Podcast networks, including Acast, iHeartMedia, and Spotify, are increasingly turning to generative artificial intelligence (AI) tools to enhance their sales process. These tools offer a range of benefits, from expanding the reach of shows to international markets to facilitating translation into different languages. Additionally, AI tools are being used to streamline ad sales and assist with podcast production. While the use of AI in podcasting is still in its early stages, these networks are optimistic about the potential for AI to revolutionize the industry.
Translation with Generative AI Tools
Both iHeartMedia and Spotify are experimenting with generative AI tools to translate podcast audio into different languages. iHeartMedia is testing various AI technologies to transcribe, translate, and voice its podcast show archive in order to reach listeners in international markets. By the end of this quarter, iHeartMedia plans to debut several shows translated into languages such as Spanish, French, German, and Italian. Spotify, on the other hand, announced a pilot program in September to test AI-generated voice translations into other languages. These translation tools have the potential to globalize the podcast industry and provide content in-country and in-language around the world.
AI for Ad Sales
Acast has integrated AI tools into its self-serve advertising platform, called Collections+. This AI-powered tool automatically groups podcasts into contextual categories based on podcast and listener data, allowing Acast to package up smaller shows to meet advertisers’ briefs. Since implementing these AI tools, nearly 40% of podcasters receiving ad requests had never worked directly with advertisers before. Acast has successfully used AI technology to show advertisers the potential of buying a larger package of shows that reach the same target demographic, resulting in increased scale and lower cost per thousand impressions (CPMs). This not only benefits the advertisers but also spreads revenue across more inventory, making for a more profitable business.
AI in Podcast Production
Generative AI tools can also assist podcasters in the production phase, from researching and scripting content to editing and publishing. iHeartMedia is currently testing AI tools like Jasper and Microsoft Copilot as research and writing assistants, with human oversight. Acast is exploring the use of AI tools to help podcast creators outline production schedules and evaluate trends in emerging content and listener demographics. These applications of AI can streamline the production process and inform business decisions.
The Limitations of AI in Podcasting
While AI technology offers many advantages to podcast networks, it is important to note its limitations. Gina Garrubbo, President and CEO of NPR subsidiary National Public Media, believes that AI will have a significant impact on podcasting in areas like content creation, commercial messaging, and audience targeting. However, NPR is not currently testing AI technology for these purposes. It is crucial to recognize that AI tools cannot replace human talent, especially podcast hosts. The networks experimenting with AI technology emphasize that it should be seen as a personal assistant to producers and executive producers, rather than a complete replacement for human involvement.
In conclusion, podcast networks are embracing generative AI tools to enhance their sales process, expand their global reach, and streamline production. AI technologies offer numerous benefits, from translating shows into different languages to assisting with ad sales and content creation. While AI cannot replace human talent, it can serve as a valuable tool to support and enhance the podcasting industry. As the technology continues to evolve, podcast networks will likely find more innovative ways to leverage AI for their benefit.
AI advertising networks are revolutionizing the podcasting industry by utilizing generative AI tools. These tools offer a range of benefits, from expanding the reach of shows to international markets to streamlining ad sales and podcast production. While AI technology cannot replace human talent, it can serve as a valuable tool to support and enhance the podcasting industry. As podcast networks continue to experiment with AI, the future of podcasting looks increasingly promising.
