AI in audio advertising
In recent years, AI has become an extremely buzzy buzzword right across the advertising industry and has even made significant steps into the audio advertising arena. AI technology has leapt forward, to the extent that it is now possible to use AI-powered speech cloning tools to replicate the voices of real humans. One was recently, and controversially, used to copy the voice of the late broadcaster Sir Michael Parkinson for an eight-part podcast series.
As AI technology pervades all corners of society, can machines replace human creativity in crafting compelling audio ads? At MEERKATworks, we understand, and indeed welcome, the timesaving, data-crunching advances that AI offers. We know that AI can be used effectively to support creativity, but when overused, or incorrectly applied, it presents serious shortcomings that can negatively impact the efficacy, impact and human response to audio advertising.
AI in audio advertising – friend or foe?
It only takes a few clicks to reveal an extensive list of companies promoting their services as “AI radio ad generators”. Add the web address of the company you wish to advertise and some brief instructions, and you can ‘create’ an ad to the length, language and voice of your choice. Click, whizz, bang, and job done in less than the time it would take you to brew a cuppa.
At first glance, AI can certainly be a speedy and capable helper in an array of tasks concerned with creating and planning audio advertising. For example, AI tools like Resemble AI can generate ‘synthetic’ voices for ad scripts. Data-driven ad texts, creatives and headlines can be generated by AdCreative AI through analysis of competing ads. Other AI tools like Narrato and AdMaker offer AI ad templates, ad copy, content writing and editing. And what’s not to like about playing with audio demo ideas using Wondercraft’s radio ad generator or applying Spotify’s clever use of AI for ad personalisation, analysing user data to serve relevant ads.
However, before we cut human expertise out of the equation entirely, let’s look more closely. AI can be both a friend and a foe in the realm of audio advertising. On the one hand, AI can analyse truly enormous quantities of data quickly and efficiently, providing insights and tools that help tailor ads to specific audiences. This data-driven approach allows comprehensive research, precise targeting of audiences and quick generation of scripts and synthetic voices. On the other hand, relying solely on algorithms and computer-generated scripts, music and voices almost inevitably lead to generic content that lacks the emotional depth, nuance and, very importantly, the ‘care’ that human creativity brings to the party.
What AI can do in audio advertising
AI excels at automating repetitive tasks, comprehensively searching the furthest recesses of the internet for every piece of available information and data, and instantly reforming and repurposing this into computer-generated scripts and voiceovers. It can quickly produce variations of audio ads, allowing marketers to test and optimise different versions. Additionally, AI tools can analyse listener behaviour and preferences, providing valuable insights that inform creative and planning decisions.
AI companies are of course keen to promote the comprehensive use of AI in audio advertising. According to one prominent AI audio advertising generator, Wondercraft, AI makes audio advertising more efficient, personalised, and scalable. AI-generated voices and music let brands quickly create numerous ad variations, tailored to individual listeners’ contexts and preferences. They claim that this personalisation can boost relevance, potentially strengthening listener connections and response rates. In addition, they put forward that AI can now closely mimic the subtleties of human speech, including intonation, rhythm, and emotion. What started as basic, robotic sounds has evolved into voices nearly indistinguishable from real humans.
The limitations of AI in crafting audio ads
However, despite AI companies’ protestations to the contrary, AI still has limitations when it comes to crafting impactful audio ads. While it is possible to create any number of audio ads at speed, will they be ads that really work? Machines still struggle to understand the delicacies of context, cultural nuances, human emotion and perhaps especially the fluidity of humour across different countries and regions, which are essential in crafting advertisements that truly connect with listeners. Understanding the subtlety of human emotion and the ability to tell a compelling story are areas where AI falls short. These elements are crucial in all advertising, but perhaps especially so in audio advertising, where capturing attention and evoking emotion relies solely on the power of sound.
The BBC recently reported that AI-generated voiceovers still lack emotional nuance and authenticity, making them less effective for branding. Speaking about the media more generally, respondents in the BBC study said they were concerned that Gen AI could make them feel alienated from content. Whether it’s the perceived ‘replacement’ of actors with Gen AI copies, recreated audio or scripts written with AI text generators, participants said the loss of human skill and lack of natural empathy that accompanies AI-generated content could make them feel less invested in the content.
Why human creativity still matters in audio advertising
Human (read ‘MEERKAT’!) creativity remains a vital component in successful advertising. While AI can assist in the production and planning process (less heavy digging for us MEERKATs, phew), it is the human touch that adds authenticity, relatability, individuality and ultimately impact to audio ads. Creative professionals bring a depth of understanding, cultural knowledge and intuition that machines simply cannot replicate. Their ability to craft narratives, evoke emotions and inject humour, empathy, pathos, and even MEERKAT joie-de-vivre into ads makes them indispensable in the creative process.
AI vs. human audio experts: a real-world perspective
To gain a real-world perspective we asked Dan, our MEERKAT audio expert, for his opinion:
“When the merry MEERKATs asked me to write about the impact of AI in audio advertising I did, initially, toy with the idea of asking a machine to draft it for me. It soon came to me that AI could write the article, generate content, save me time, and possibly money, but content is all I would have. Content that didn’t necessarily care about the purpose of the piece or indeed the end user’s experience. I could have asked AI to write me a zillion words. It wouldn’t, however, have considered whether a zillion words were really needed. Would the user be more engaged if we published fewer words? Would the target reader ‘switch off’ after reading page 2031?!
That’s the value of skilled advertising copywriters: they know how to craft focused, impactful, commercial audio copy. They ask questions like ‘could we write a shorter, punchier commercial and still generate the same or better results?’. Expert audio copywriters know how to engage the listener. They hone in on the strongest USPs and focus the audio advertising copy and scripts in ways to trigger the right emotional response from the target demographic. They genuinely care. They write focused copy that’s ‘just the right length’ – and they create unique audio ads designed to seamlessly match your brand or business.
AI allows anyone to easily generate free copy, free scripts and free audio ads. If a client chooses to, that’s absolutely their prerogative. I would challenge them though… is the ad written and produced by someone who genuinely cares about the results, or simply written because you asked it to be?
And then, of course, there is the question of computer-generated AI voices etc. Do, or indeed can, synthetic voices truly impact like the real thing? I strongly believe that skilled actors are worth every penny. They can give your campaign pitch perfection and exactly the right emotional resonance to make your brand stand out from the crowd.
In my opinion, AI undoubtedly provides useful data and automates certain aspects of research and production, and in so doing, frees up creatives to focus on the audio advertising elements that benefit from their unique skills. The power of my unique mind is (at least currently!) more nuanced, culturally aware and ultimately more caring than any AI tool.” (Dan Hunt, Head of Audio Content and Production, MEERKATworks)
The future of AI in advertising: A hybrid approach?
So, what then is the future of AI in audio advertising? It seems to lie in a hybrid approach which leverages AI’s capabilities for data analysis and automation, while relying on human creativity for authentic, meaningful storytelling, and emotional connection. A synergy between technology and human expertise could redefine the landscape of audio advertising, offering both time-saving tools and human-crafted possibilities for engaging audiences.
The case for human-crafted audio advertising
There remains a strong case for human-crafted audio advertising which allows a deeper connection with the target audience. Human creativity brings a level of personalisation and authenticity that AI alone cannot achieve, and it is the human element that ultimately drives audio advertising engagement and resonance.
As the advertising industry evolves, and AI further permeates day-to-day life, it will be essential to maintain a balanced approach, with skilled experts, at the forefront. In this way, it will be possible to incorporate the timesaving, data-crunching advances that AI offers, while delivering impactful and effective audio advertising experiences.
AI can assist, but it can’t replace creativity, cultural understanding, authentic emotion or engagement. If you want to write, produce, plan and buy audio ads that truly connect with your audience, talk to the ‘mob’ that cares – to our team at MEERKATworks. We craft advertising that really works.
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MEERKATworks is an independent media planning and buying agency with burrows in Edinburgh and Brighton, founded in 2005. We are award-winning experts at planning, buying and creating advertising campaigns for businesses, large and small. We excel across many sectors including Food and Drink, Education, Events, Charity and Travel and our media plans are always bespoke and carefully designed to fulfil your unique goals.
The MEERKAT team’s in-depth knowledge and expertise extends throughout the media landscape, from Digital and Programmatic to OOH (Out-of-Home), TV, Radio and Print.
As a proudly independent media agency, we relish roaming free in the wild and getting stuck into briefs of all shapes and sizes. So, why not call the MEERKATs on 01273 760 100 or drop us a line? We’re friendly and don’t bite… unless you’re a scorpion!