Podcast networks such as Acast, iHeartMedia, and Spotify are also testing these tools to expand their reach to potential customers, expand the scope of programming that fits the buyer profile, and translate programming into different languages. doing.
for translation
Conal Byrne, CEO of iHeartMedia Digital Audio Group, said iHeartMedia is testing various generative AI tools to translate portions of its podcast programming archive into different languages to reach listeners in international markets. Stated. iHeartMedia declined to say which AI company it used to test the translations. This technology is used for transcription, translation, and audio translation. An iHeartMedia spokesperson said the company is working with podcast producers to test the quality of translations on both AI-generated audio and the original host's audio.
Translated programming will give the podcast network “an opportunity to globalize a medium that has traditionally been primarily US-centric,” Byrne said. “I think this might be the best move we've had in a while to globalize the podcast industry, to actually provide content in national languages around the world.”
By the end of this quarter, iHeartMedia plans to debut five to 10 shows translated into languages such as Spanish, French, German and Italian, Byrne said. He added that the show will likely be an evergreen show, a consumer show or a limited series show, but declined to name the show. Byrne also declined to comment on whether the programs include a disclaimer that they are partially generated by artificial intelligence technology.
Spotify is also testing generative AI to translate podcast audio. In September, the company announced it would launch a pilot program with several podcasters to test the translation of AI-generated audio into other languages.
“While this type of technology definitely brings challenges, we are focused on helping creators connect with their audiences, monetize their art, and build their careers,” says Spotify's ad sales and Brian Varner, global head of partnerships, said in an email.
for advertising sales
Since adding AI tools to Acast's self-service advertising platform last summer, nearly 40% of podcasters have received requests from advertisers, said Matt MacDonald, Acast's chief product officer. He said he had never worked directly with him.
The AI-powered tool, called Collections+, pulls podcast and listener data from a variety of sources (including Podchaser, a podcast database that Acast acquired in 2022) and automatically groups podcasts into contextual categories. McDonald explained that this will allow Acast to package smaller shows from Acast's podcast catalog to fit an advertiser's brief.
Greg Glenday, Acast's chief business officer, said the company is working on a multimillion-dollar campaign with one national advertiser, who he declined to name. He listed 11 shows that advertisers want to buy to reach specific audiences. Glenday said his team uses AI technology to show advertisers what it would be like to buy 52 shows at a higher scale and lower CPM, while still reaching the same target audience, to improve their campaigns. The company said it offers third-party measurement surveys. As a result, advertisers' budgets remained unchanged.
“We can eliminate manual labor.” [of reaching 52 shows to] It removes all obstacles for the brand and its buyers.Then suddenly [AI] This isn't just a fun new thing, it's a true media reach vehicle,” Glenday said. “Your revenue is spread across more inventory, making for a better business.”
During iHeartMedia's third-quarter earnings call Nov. 9 with shareholders, CEO Bob Pittman said the company had asked some sellers to help generate leads and communicate with podcast customers. In addition to providing AI-enhanced tools to assist, the company said it also uses AI tools for dynamic ad insertion. Improve your messaging and voice for your target audience.
For production cooperation
Generative AI tools can assist podcasters during the production phase by assisting with tasks such as researching, scripting, editing, and publishing content, Byrne said. iHeartMedia is working with his podcast producer to test AI tools like Jasper and Microsoft Copilot as research and writing assistants under human supervision. These tests are “moving slowly… from being a theoretical, nice-to-have thing to something that will become really real this quarter,” Byrne said.
Some of Acast's content production tests are also in the early stages, McDonald said. One use case the company is considering is using generative AI tools to help podcast creators create an overview of their production schedule over a period of time. Acast is also interested in using predictive AI models to assess emerging content trends and podcast listener demographics to inform business decisions such as which podcasts to add to its network. Glenday said there is.
But that doesn't apply to all podcasting
Not all podcast networks are jumping on board. Gina Garubbo, president and CEO of NPR subsidiary National Public Media, said AI will be a “big hit” in podcasting this year in areas such as content creation, commercial messaging and audience targeting. However, he told NPR that it is “not ready” yet. Still discussing how this technology applies to NPR. Garrubbo acknowledged that NPR has not yet tested the technology for these use cases.
After all, executives experimenting with the technology were quick to say that generative AI tools cannot replace human talent, especially hosts.
“I'm cautious about saying that AI can do things that unique and amazing human talent can do today. But I would say, as a kind of personal assistant to all of our producers and executive producers, That’s the vein we’re interested in exploring,” Byrne said. “and [we’re] I'm not exaggerating that. I'm not saying that AI will completely reverse and destroy all media. it's not. “
For now, Acast isn't interested in testing AI tools for ad creation or replacing podcast hosts, Glenday said. “I can't imagine listening to a virtual audio movie review once a week,” he says.
