Spotify wants to speed up the production of audio ads. To do this, the platform is relying on artificial intelligence. But this new strategy could quickly annoy users of the free version.
Spotify is looking for new ways to make its business model profitable. While paid subscriptions represent a significant portion of its revenue, advertising remains a key growth area for the platform. And to save time, money, and attract more advertisers, the company has just announced an ambitious new feature: ads created entirely by artificial intelligence. This approach would allow the platform to increase the number of advertising messages while significantly reducing its production costs, especially for small brands.
In the United States and Canada, businesses can now use a tool called Gen AI Ads, integrated directly into Spotify's advertising platform. Thanks to it, it becomes possible to generate a complete audio spot without any human intervention: the AI writes the script, edits it, and has it read by an artificial voice. The company promises considerable time savings and reduced costs, especially for small businesses that cannot afford to produce traditional campaigns. The service is completely free for existing advertisers, which could encourage a large number of companies to get into audio advertising.
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Spotify risks flooding its platform with AI-generated ads that are too uniform
Even if the system is effective, it poses a simple question: what happens when everyone uses the same technology? The risk is to end up with a multitude of ads with a similar tone, very smooth, but without soul. Messages that are too polite, too generic, which fail to attract attention. This phenomenon could transform them into simple background noise, what some specialists are already calling "audio wallpaper." Artificial voices, even well-produced ones, often lack emotion or naturalness, making their impact on listeners limited. Spotify hopes to attract more advertisers, but the result could quickly become annoying for those who listen to the platform without a subscription. A wave of AI-generated ads that are too frequent or too similar could become tiresome. If they hear messages that are too polite or too neutral, listeners might simply turn off the sound or switch to another service. This kind of ad saturation has already pushed many on other platforms to choose a paid plan to avoid interruptions. It is therefore possible that this strategy will also serve to encourage more people to upgrade to the Premium offer.
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