First the medium as the message. Now the machine is the messenger. Trinity Audio has released what it says is the first-ever artificial intelligence powered audio advertising technology that creates what amounts to host-read ads using the same AI-generated voice for both the content and the advertising message.
"For the first time advertisers can convert their print content with AI-powered ads," said CEO Ron Jaworski. "As media companies double down on audio strategies, we're excited to pioneer this effort and help clients combine audio content with targeted advertising."
Tel Aviv-based Triton Audio already has technology that converts content from text to audio with the most natural sounding voices. It says it is able to learn from listeners' behavior and create futuristic smart audio experiences. To date, Trinity Audio claims it has processed more text to audio than anyone else on the planet. With its new advertising read feature, the company says it will be able to offer users “high-value smart audio experiences” that are similar to podcasting where the podcaster is also reading the advertising sponsorship of its podcast.
“This represents another major step forward in the audio world and provides a new opportunity for publishers to integrate the messages they want to convey to users as they listen to content,” said Jaworski.
The technology is already being used by U.S. newspaper publisher McClatchy. Director of Digital Solutions Rachel Malpeli said the audio quality of the AI-generated ads “provides a flawless integration for brands, which enables ads to be presented in a non-invasive manner."