Spotify will be flooded with ads created by artificial intelligence, will they make a significant difference for companies?
Artificial intelligence cannot offer you something you do not wish to acquire.
Spotify has launched a new tool called Gen AI Ads, designed to help businesses create audio ads using artificial intelligence. This feature is available within its Ads Manager platform, allowing businesses to generate ads from script writing and editing to using AI-generated voices, all at no additional cost. This means that ad production can be faster, cheaper, and more accessible to companies of any size, especially those with limited resources.
Spotify's offering makes sense, as advertising is crucial for its revenue. However, not all companies have the necessary capabilities to produce quality ads or to hire professionals to do so. The Gen AI Ads tool enables small businesses to publish ads efficiently without the complications of booking recording studios or hiring well-known voices.
However, the ease of creating ads does not guarantee their effectiveness. Even if an ad is competent or even brilliant, it does not ensure that it will boost sales. The reality is that many ads end up being annoying, and the introduction of AI-generated ads could lead to homogeneous content that lacks originality.
Paradoxically, if all ads are uniformly polished thanks to artificial intelligence, the only way to stand out might be to use recognizable human voices. This could increase the demand for celebrity voiceovers and drive up advertising costs, creating a situation where, although entering the advertising market is cheaper, gaining attention could become more expensive.
Ultimately, the perception of ads by listeners is vital. If Spotify becomes flooded with pleasant but bland ads, listeners are likely to start noticing the artificiality, which could lead to frustration. Ironically, this could benefit Spotify, as an increase in annoying ads might motivate more people to subscribe to the Premium service to avoid them.
While the implementation of AI-generated ads is not a magic solution for businesses, it reduces cost barriers and enhances content quality. The true impact will depend on listeners' willingness to engage with the promoted products. Artificial intelligence can help refine a message, but it cannot transform a mediocre idea into something outstanding.