SiriusXM to Scale Audio Ads Using AI Voice Replication Technology

SiriusXM Media is set to revolutionize its audio ad production through a multi-year agreement with Narrativ, an artificial intelligence startup specializing in voice replication. Announced at the Cannes Lions festival on Tuesday, the deal will enable SiriusXM to produce localized ad campaigns at scale, significantly reducing production costs and turnaround times.

AI-Powered Audio Ads: A New Era for SiriusXM

The collaboration will see Narrativ’s voice technology integrated into SiriusXM Media’s AdMaker platform, a self-service creative tool. This integration will allow advertisers to generate audio ads with support from Studio Resonate,SiriusXM’s in-house agency that works with over 200 voice actors. Lizzie Collins, Senior vice President of B2B Marketing and Ad innovation at SiriusXM Media, emphasized that this move aims to overcome the creative hurdles that often limit audio ad investment.

Did You Know? Audio accounts for 25% of time spent with media, yet receives only 8% of ad investment, according to a 2024 WARC report. [[1]]

By automating the creation of voice variations, SiriusXM hopes to attract new advertisers and scale its audio ad offerings. This approach mirrors the success seen by brands like Progressive, which leveraged AI-powered audio ads to deliver targeted messaging, resulting in a 197% increase in quote requests.

Addressing Concerns in the creative Industry

The use of AI in creative fields has sparked considerable debate, notably regarding consent and compensation for artists whose work is replicated.In 2023, SAG-AFTRA, representing 160,000 film and television actors, went on strike, partly due to concerns over AI’s impact on their industry. The union sought stronger protections and fair compensation for the use of AI in voice and image replication.

Pro Tip: Stay informed about evolving industry standards and legal frameworks surrounding AI voice replication to ensure ethical and compliant practices.

Narrativ’s Approach: Opt-In Voice Replication with Creator Control

Narrativ aims to mitigate these concerns through an agreement with SAG-AFTRA that protects and monetizes union talent voice replicas. According to Benjamin Gottdiener, Narrativ’s co-founder, voice actors must actively opt in before their voices can be replicated. Furthermore, creators retain control over where and how their voice is used, with the ability to approve specific licensing scenarios and review each ad before