How ChatGPT and AI are changing the podcast industry?

Original source: Music Finance

Author: Little Antler Editorial Department

Image source: Generated by Unbounded AI‌

2023 kicks off quickly with the rapid development of artificial intelligence adoption, from the launch of ChatGPT to AI DJing, this technology is revolutionizing conventional practice, affecting consumers, creators and industry leaders.

Likewise, AI technologies are revolutionizing the entertainment industry, including podcasting. Perhaps the most controversial part of this revolution is AI voice generation, which raises legitimate concerns among creators** that their voices will be used without permission. **

However, podcast creators have a unique opportunity to monetize their voices. **New tools allow them to generate commercials, intros, and even entire episodes from text that hosts read, reducing time spent in the studio and the need for expensive recording equipment. **But AI voice generation is a double-edged sword, it brings both convenience and risk to creators, as their voice can be misused by unauthorized users, causing misinformation Spread.

New Opportunities: AI in Audio Advertising

Advertisers are already using artificial intelligence technology to fine-tune podcast ads. In February of this year, iHeartMedia, the largest audio media company in the United States, announced a partnership with Sounder, an audio intelligence platform, to provide podcast advertisers with new brand safety technology that allows them to evaluate and explain the meaning and context of podcast content before advertising, thereby helping brands make decisions. Brand Safety and Suitability Judgments.

According to reports, iHeartMedia leverages Sounder's audio data cloud technology to provide this service for its more than 750 original podcast shows, including some of the world's largest podcasters and creators. These shows have more than 392 million monthly downloads and listens, more than the No. 2 to No. 4 podcast rights combined.

In addition, the podcasting platform Acast has launched a new conversational positioning tool using artificial intelligence technology, which can place advertisements in the most appropriate position according to the content of the episode, thereby improving the effectiveness of advertisements and brand safety.

If a brand wants to promote its eco-friendly philosophy, a conversational targeting tool could place its ad on a podcast that discusses environmental issues or sustainability. This can increase the relevance and appeal of your ad, while avoiding conflicts with content that doesn't fit your brand values or touch sensitive topics.

Now, some companies in the world are exploring how to use artificial intelligence technology to produce complete audio advertisements. **

For example, audio advertising technology company Adswizz is developing an artificial intelligence-based speech generation tool designed to help podcast advertisers deliver ads more precisely. Developed by Adswizz's Technology Innovation Lab, the tools leverage AI and machine learning algorithms to interpret podcast content and target ads based on the brand's requirements and goals,** eliminating the cost of hiring voice actors. **

However, ads read aloud by podcast hosts were found to be more effective because podcast listeners trust their hosts and are more sensitive to the relevance of ads than the average consumer. This opens up the opportunity for hosts to leverage AI voice models themselves.

According to TechCrunch, Spotify has used AI technology to make podcast ads in its AI DJ feature, by training an AI model to imitate the voice of Xavier "X" Jernigan, director of its cultural cooperation department and podcast host. Now, Spotify may apply this technology to advertising.

Spotify executive and podcast host Bill Simmons revealed that Spotify is testing artificial intelligence technology that will allow podcasters to instantly generate advertisements read in their own voice. This allows creators to create ads that sound like the host is reading them in less time, increasing ad volume and revenue.

Among other things, the technology can help target audiences and translate ads into various languages, provided the hosts allow their voices to be reproduced. Such a tool could draw more advertisers and creators to Spotify, in line with Spotify's recent shift toward serving independent creators.

However, Spotify isn't the only platform working on this type of functionality. For example, an AI voice cloning tool called Revoice launched by Podcastle can use AI technology to create a digital voice similar to a real host.

Revoice is easy to use, users only need to record themselves reading 70 different sentences, and a legal disclaimer to protect the user's voice security and privacy. Podcastle's AI algorithm then processes and generates the user's digital voice within 24 hours. Users can input anything on the Podcastle platform and let AI generate high-quality audio files with digital sounds.

New Risk: Spread of Misinformation

Podcast voices can be one of their most valuable resources. For many creators, their voice is their only identity, especially those who don't make podcast videos.

Joe Rogan is a well-known podcast host. His show "The Joe Rogan Experience" invites guests from all walks of life to conduct in-depth conversations. But in May, someone used artificial intelligence to create a fictional podcast that parodied conversations between Joe Rogan and some guests who had never been on his show.

The podcast is called "Joe Rogan AI Experience", produced by an Australian creative director Hugo, who uses a text-to-speech platform that can clone any voice, and a ChatGPT-based dialogue generator. Hugo said he did the project just for fun and didn't intend to threaten the real Joe Rogan or other podcast hosts.

Hugo released the first episode of the podcast a month ago, which simulated a conversation between Joe Rogan and OpenAI founder Sam Altman. The conversation eerily touches on the risks of artificial intelligence creating fake content, which is exactly what this podcast does.

In addition, Hugo has produced several other episodes of the podcast, parodying conversations between Joe Rogan and guests such as Andrew Tate and Steve Jobs. The dialogue, while at times absurd or boring, can also sound realistic or amusing at other times. Hugo said that he hopes to demonstrate the development and potential of artificial intelligence technology through this project, and also remind people to be alert to the dangers of false content.

Meanwhile, TikTok also removed a fake viral ad featuring Joe Rogan's voice.

The fact that journalism is the dominant genre of podcasting means that wrong content can have serious consequences, leading to the mass spread of misinformation. AI speech generation tools are developing at lightning speed, but the regulation around protecting their voices will take time to develop. Still, podcasters could even use AI to expand their voices into other forms of entertainment, if platforms can develop effective measures to prevent misuse and flag unauthorized work.

For example, podcast hosts can license their voices to film and television. In the "Star Wars" series of movies, the voice of Darth Vader has been dubbed by actor James Earl Jones. His deep and majestic voice left a deep impression on the audience. However, Jones, 91, said he wanted to step down that role and let artificial intelligence take over.

According to Vanity Fair, Jones has transferred the rights to his past voice work to Disney, allowing Ukrainian startup Respeecher to use artificial intelligence to recreate his voice in Disney+'s Obi-Wan Kenobi.

Respeecher uses sound clips to "clone" an actor's voice, allowing producers to record new lines without the actor present. Matthew Wood, supervising sound editor at Skywalker Sound, told Vanity Fair that he raised the option with Jones when he "mentioned that he wanted to give up" the role of Darth Vader.

After Jones agreed to let Lucasfilm use AI-generated voices, Vanity Fair says the producer commissioned Respeecher to make Darth Vader sound like Jones did 45 years ago in Disney+'s Obi-Wan Kenobi Takes on that "dark side" villainous vibe. That's why you might notice that in Obi-Wan Kenobi, Darth Vader sounds a lot like him in the earlier films, rather than Jones' actual appearance in 2019's Star Wars: The Rise of Skywalker. sound.

Unlike artists, actors, and other entertainment creators, podcasters’ most valuable asset is their voice—meaning they’re more motivated to explore how to work with AI voice technology, rather than resist it.