Spotify Establishes In-House Agency, Trials AI-Powered Voiceover Ads


Spotify has announced the launch of its first in-house creative agency, Creative Lab, which will enable brands to create custom marketing campaigns. The company is also testing generative AI ads, which will be available through its new AI tool, “Quick Audio.” This tool allows brands to create scripts and voiceovers using generative AI and will soon be launched in Spotify Ads Managers.

The launch of Creative Lab is a significant move by Spotify to attract advertisers to its platform, which has 615 million listeners. Brands will be able to work with the Creative Lab team to produce a range of ad formats, including video and audio ads, in-app digital experiences, and interactive ad formats like call-to-action cards.

Every campaign handled by Creative Lab will be highly customized to meet the specific needs of each brand, according to a company spokesperson. The agency will be working with several clients, including Rockstar Energy Drink, which has launched a “Press Play” livestreamed concert series within the Spotify app, featuring artists like Stormzy. Another client, Aperol, will also be working with Creative Lab.

The launch of Creative Lab and the introduction of generative AI ads demonstrate Spotify’s commitment to using technology to enhance its advertising offerings and provide brands with new and innovative ways to reach its massive audience.

Lauren Forristal
Lauren Forristal
Senior Reporter. Lauren covers media, streaming, apps and platforms.

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