Podcast networks, such as Acast, iHeartMedia, and Spotify, are currently experimenting with these technologies to enhance their engagement with potential clients, broaden the spectrum of shows that align with a buyer’s criteria, and facilitate the translation of shows into various languages.
Translation Initiatives
iHeartMedia is exploring a variety of generative AI tools to convert portions of its podcast archive into different languages for a global audience, as stated by Conal Byrne, the CEO of iHeartMedia Digital Audio Group. The company has not disclosed the specific AI providers involved in the translation trials. The technology is designed to transcribe, translate, and vocalize the content. According to an iHeartMedia spokesperson, the company is collaborating with podcast producers to assess the translation quality using both AI-generated voices and the original hosts’ voices.
Byrne envisions that translated shows will enable podcast networks to internationalize a predominantly U.S.-centric medium. He expressed optimism about the podcast industry’s potential to globalize by delivering content tailored to specific regions and languages worldwide.
By the conclusion of the current quarter, iHeartMedia intends to launch five to ten shows translated into languages like Spanish, French, German, and Italian. These shows are likely to include evergreen, general interest programs and limited series, although specific titles have not been revealed. Byrne also refrained from commenting on whether these shows would feature disclaimers regarding their AI-generated origins.
Spotify is also in the process of testing generative AI for translating podcast content. In September, the company announced a pilot program with select podcasters to experiment with AI-generated voice translations into various languages.
Advertising Innovations
Since integrating AI tools into Acast’s self-serve advertising platform last summer, nearly 40% of podcasters receiving advertiser requests had no prior experience working directly with advertisers, according to Matt MacDonald, Acast’s chief product officer.
The AI-powered tool, Collections+, aggregates podcast and listener data from diverse sources to categorize podcasts automatically based on context. This enables Acast to bundle smaller shows from its podcast catalog to align with advertisers’ requirements.
Greg Glenday, Acast’s chief business officer, mentioned collaborating with a national advertiser on a multi-million-dollar campaign. By leveraging AI technology, the team demonstrated the feasibility of purchasing 52 shows to reach a specific audience demographic more efficiently, without altering the advertiser’s budget.
Production Support
Generative AI tools can aid podcasters during the production phase by assisting with tasks such as research, scripting, editing, and content publication, as highlighted by Byrne. iHeartMedia is currently testing AI tools like Jasper and Microsoft Copilot as research and writing aids in collaboration with podcast producers, under human supervision.
Acast is exploring various applications for generative AI tools in content production, including outlining production schedules and utilizing predictive AI models to analyze emerging content trends and listener demographics for strategic decision-making.
Limitations and Human Element
While some executives are actively exploring AI technology’s potential in podcasting, they emphasize that these tools cannot replace human creativity, particularly when it comes to hosts.
Both Byrne and Glenday caution against overstating AI’s capabilities, emphasizing its role as an assistant to human producers and executives rather than a complete replacement for human talent. Acast currently has no plans to test AI tools for ad creation or to substitute a podcast host, recognizing the unique value of human presence in content creation and delivery.
