It is a technology that is being embraced by terrestrial radio stations across the U.S., thanks to companies such as Futuri and Super Hi-Fi. Now, the nation’s subscription-based audio content creation and distribution leader has partnered with a tech company that will allow it to bring AI-generated advertising to listeners.
SiriusXM Media is teaming with Narrativ to launch an ad initiative that will give ad partners the ability to use AI-generated voice replicas in their audio creative “while empowering the humans behind the voices to maintain control of their likeness.”
How can an advertiser create the faux-celebrity spot? ” Through SiriusXM Media’s self-service creative tool, named AdMaker, advertisers will soon be able to tap into high-quality ads that combine in-house creative agency Studio Resonate’s production expertise with Narrativ’s innovative AI voice technology.”
As the company led by CEO Jennifer Witz sees it, the collaboration will offer brands “more flexible, cost-efficient, and scalable creative options within audio, while still benefitting from the human touch of Studio Resonate’s award-winning creative direction.”
For the voice actors who work with SiriusXM Media and elect to opt in to Narrativ, benefits highlighted by the satellite radio and streaming company include “the opportunity to earn additional income.” Sirius XM is also careful to note that the voice actors saying yes to AI-generated ads with their voice possess the ability to approve or reject every ad using their voice replica.
Narrativ signed an agreement with SAG-AFTRA in 2024 to protect and monetize union talent voice replicas.
Before an AI-generated ad is scheduled on a SiriusXM channel that is not commercial free, it must be approved by both the voice actor and the advertiser before it goes live.
“We are thrilled to be working on this new solution with Narrativ, which shares our belief in the power of the human voice – the heart of all great audio,” said Lizzie Collins, SVP and Head of B2B Marketing and Ad Innovation at SiriusXM Media. “This deal will open up new doors for AI voice technology to expand and augment, not replace, our creative capabilities and the talented voice actors we work with every day. It also represents a major step forward in making high-quality ad creative in audio more scalable, and more accessible, for brands.”
Narrativ co-founder Ben Gottdiener added, “Collaborating with an innovator like SiriusXM Media is an exciting milestone in Narrativ’s mission to advance ethical AI in audio advertising. As demand grows for faster, more scalable ways to produce audio ads, many advertisers are turning to AI voice platforms—often without knowing their models are trained on questionable datasets. We founded Narrativ to prove that it’s possible to offer cost-effective, scalable solutions that also protect voice talent. Working with SiriusXM Media to enable ethical, AI-powered ad creation is a cornerstone of our platform.”
