SiriusXM partners with Narrativ for a joint venture
In a groundbreaking move, SiriusXM Media has partnered with software developer Narrativ to deliver AI-generated voice replicas to advertisers. This initiative addresses barriers in the audio advertising industry, providing a solution that is affordable, flexible, and respectful of voice talent's rights and revenue opportunities.
The partnership is part of SiriusXM Media's efforts to make the ad creative process easier, more cost-effective, and more flexible for advertisers. Voice actors who opt in to the platform will have the opportunity to earn income through licensing of their voice replicas, ensuring they retain full agency over their replicas, thanks to Narrativ's partnership with SAG-AFTRA.
Clients can choose an AI voice replica from a roster of voice actors who opt in to Narrativ. Many voice actors from the company's roster have opted in to have their voices replicated. Each ad must be approved by the voice actor and the advertiser before it goes live, ensuring a high level of control and authenticity.
Studio Resonate, SiriusXM's in-house creative agency, will oversee the ad's creative production. The self-service creative tool developed by SiriusXM Media, called AdMaker, will enable clients to create and customize their ads with ease.
The use of AI-generated voice replicas in radio advertising offers several key benefits and implications. Cost efficiency and speed, consistency and scalability, customization and localization, and creative flexibility are just a few of the advantages. However, successful deployment demands strict adherence to ethical guidelines, legal rights for voice artists, and proactive measures to mitigate security and authenticity risks in this evolving technology landscape.
SiriusXM is using AI not only in advertising but also in its business for many years, with a focus on personalization, customer service, and ad optimization. The partnership aims to meet growing advertiser demands for more personalized, professionally produced audio creative at scale.
The voice replication process is a 100% opt-in for Studio Resonate's roster of voice actors. An ebook on the company's website explores how technologies based in AI are being deployed across radio, offering insights into this exciting new frontier in audio advertising.
[1] Benefits of AI-Generated Voice Replicas in Radio Advertising. (n.d.). Retrieved from https://www.narrativ.ai/blog/benefits-of-ai-generated-voice-replicas-in-radio-advertising [2] Narrativ Signs Deal with SAG-AFTRA to Protect and Monetize Union Talent Voice Replicas. (2021, March 16). Retrieved from https://www.sagaftra.org/news/narrativ-signs-deal-with-sag-aftra-to-protect-and-monetize-union-talent-voice-replicas [3] Security Concerns with AI Voice Replication Technology. (2021, May 15). Retrieved from https://www.forbes.com/sites/bernardmarr/2021/05/15/security-concerns-with-ai-voice-replication-technology/?sh=7662e6293e2c [4] The Ethical Implications of AI Voice Replicas in the Advertising Industry. (2021, July 20). Retrieved from https://www.adage.com/article/digital/ethical-implications-ai-voice-replicas-advertising-industry/2151421
- In a collaboration with software developer Narrativ, SiriusXM Media is leveraging artificial-intelligence technology to provide AI-generated voice replicas for advertisers, offering solutions that are both cost-effective and respectful of voice talent's rights and revenue opportunities.
- Voice actors who opt in to the platform have the chance to earn income through licensing of their voice replicas, ensuring they retain full agency over their replicas, due to Narrativ's partnership with SAG-AFTRA.
- Advertisers can choose an AI voice replica from a roster of voice actors who opt in to Narrativ, many of whom have opted in to have their voices replicated.
- The self-service creative tool developed by SiriusXM Media, AdMaker, enables clients to create and customize their ads with ease, while Studio Resonate, SiriusXM's in-house creative agency, oversees the ad's creative production.
- The use of AI-generated voice replicas in radio advertising offers several benefits and implications, such as cost efficiency, consistency, customization, creative flexibility, and potential security and authenticity risks, which demand strict adherence to ethical guidelines and legal rights for voice artists.
