Spotify Launches In-House Creative Agency and Trials Generative AI Voiceover Ads for Enhanced Marketing Engagement

On Thursday, Spotify unveiled its new in-house creative agency, Creative Lab, marking a significant step into the advertising realm. This initiative is designed to assist brands in developing tailored marketing campaigns. Additionally, Spotify announced that it will begin experimenting with generative AI ads.

The introduction of Creative Lab underscores Spotify’s commitment to enticing advertisers to its platform, potentially making it an appealing option for marketers eager to connect with Spotify’s vast audience of 615 million listeners.

Moreover, Spotify is set to roll out an innovative AI tool for advertisers called “Quick Audio,” facilitating the creation of scripts and voiceovers through generative AI technology. A company representative shared that this tool will be available soon within Spotify Ads Manager.

In earlier discussions, a Spotify executive mentioned the company’s interest in utilizing AI to produce host-read ads specifically for podcast creators.

With the collaboration of Creative Lab, brands will have the opportunity to develop a variety of advertising formats, including video ads, audio spots, in-app digital experiences, and interactive elements like call-to-action (CTA) cards, according to the spokesperson.

“Every campaign that Creative Lab handles is meticulously tailored to meet the unique needs of each brand and business,” the spokesperson emphasized.

For instance, the agency spotlighted Rockstar Energy Drink, which successfully hosted a “Press Play” livestreamed concert series featuring artists like British rapper Stormzy within the Spotify platform. Another notable client set to collaborate with Creative Lab is the beverage brand Aperol.