Podcasting Meets AI: What’s Next for Brands
AI has officially entered the chat, and it’s quickly becoming acquainted with the podcasting world. It’s reshaping podcasting as we know it—creators are using AI to speed up their workflows, while advertisers are using it to sharpen their targeting and creative strategies. And let’s not forget about listeners. They’re already encountering AI-driven voices and content in their feeds, sometimes without even realizing it.
Behind all of the efficiency and innovation of AI, there is one question the podcasting industry can’t ignore. Is AI here to help enhance the space or will it accidentally erase its essence? And what does that mean for advertisers?
AI Is a Creative Enhancement
AI is opening the doors to a more accessible and innovative podcasting landscape. A majority of audio industry professionals (58%) say that AI will have a positive impact on podcasting. And listeners aren’t shying away from its presence either—22% of them have listened to a podcast that was narrated by an artificially generated (AI) voice. And the great news for advertisers is, audiences seem to be open to experimentation when it comes to ads, too, with 67% of SiriusXM Media podcast consumers saying they are open to hearing other types of podcast ads that are not voiced by hosts.
That openness matters because AI is rapidly changing what’s possible. For advertisers, it’s reshaping how creative gets made and delivered. With tools like synthetic voice ads, brands can dynamically update their creative at any moment, allowing them to refresh their messaging and stay more relevant when it matters. With one in three listeners saying they prefer when brands update their ads to feature new stories and messaging throughout the sponsorship, keeping your campaign agile is a must.
AI isn’t the competition, it’s the collaborator that helps remove friction, widen access, and scale creativity for advertisers.
Podcasts Bring Intimacy and Human Heart
At its core, podcasting is built around the human touch. From editing, to sound, to creative, people play a huge part in making shows feel special. And some see a real risk in letting AI take the wheel too quickly—42% of audio industry professionals say AI will have a negative impact on podcasting, and their concerns don’t come from a fear of technology. They come from a deep understanding of how and why listeners show up.
Podcasters know their audiences well. Take a look at the 72% of Simplecast podcasters who say they have a deep understanding of their audience. Listeners confirm that sentiment with 48% of SiriusXM Media podcast consumers saying the host feels like they could be their friend. It’s all about authenticity and influence for the creator-listener relationship. In fact, 68% of podcast listeners say they value the transparency and honesty of their favorite podcast host(s). Their words carry more weight than AI can, and cultural authenticity is kept alive when the human connection is allowed to thrive.
Without the human touch, the textures and perspectives that make podcasting unique in the vast media landscape are at risk of getting lost. And concerns around AI are centered around keeping the human connection that drives the popularity of podcasts alive.
Don’t Replace, Just Add
It all boils down to this: AI isn’t the hero or the villain—it’s a powerful tool. And like any tool, it can elevate the space depending on how it’s used. It’s important to remember that we can’t replace the storytelling, emotional intelligence, cultural influence, and emotional connection that podcast hosts bring to the table. That trust is exactly what makes podcasting such a great avenue for advertisers—it’s intimate, conversational, and deeply personal. And throwing AI in the mix means advertisers have opportunities to move faster, speak to their audiences more efficiently, and tailor their creative in new, imaginative ways.
When brands treat AI as an enhancement to their ad strategy, podcasting doesn’t lose its soul, it levels up. The future of podcasting isn’t machine-forward, it’s putting humans and technology hand in hand for a better experience across podcasts and advertising. Let’s talk.
