AI, Myself, and Me: Voice Control, User Engagement, and the Audio Advertising Marketplace
In the ever-evolving landscape of advertising, audio is making a significant comeback. Consistently scoring higher on attention, retention, and emotional impact compared to other forms of advertising, audio is proving to be a powerful tool for brands to connect with their audiences.
The line between voice and noise is becoming increasingly thin, with the rise of noise-cancelling headphones. This trend opens up a potential for future noise-cancelling technology to filter noise and voice based on personal preferences, potentially acting as sonic ad blockers.
Shirley Marschall, a renowned voice in the industry, discusses the evolution of audio, from ringtones to AI assistants. The evolution of audio is not just limited to jingles but is expanding to include chatbot voices, product audio signatures, and the rhythm of prompts.
The rise of voice interfaces and screenless experiences, such as smart speakers and AI companions, are opening new frontiers for branded voice interactions. Google Zero and Voice AI, along with companies like Meta, are developing AI to act as life coaches, co-pilots, and AI-generated "friends."
The new AI voice system developed by Google, called "Gemini for Home," is designed to replace the classic Google Assistant in smart-home devices. With a rollout starting in an Early-Access phase from October 2025, Gemini for Home will enable more context-aware, complex, and natural language voice interactions tailored for Nest devices and smart-home control.
The shift towards audio is not just limited to advertising. Audio advertising and podcast monetization have moved out of the "up-and-coming" limbo, with retailers implementing voice-led shopping journeys and wellness apps going audio-first. Brands are even using synthetic narrators to produce "human" content with zero human cost.
The transition from ringtones to texts and now to GenAI's voice mode is an exciting development. The new era of audio advertising sees ad impressions speaking softly, personally, and being branded whispers, wrapped in context.
Listening feels more intentional than scrolling, and sound makes people feel things in a way a banner never will. This emotional connection and brand recall make audio a powerful medium for storytelling, pushing publishers and creators to reimagine storytelling in the age of content overload.
Even meetings may be recorded and replayed, and AI scribes may remember important details. ChatGPT can speak to users in real time, adding another layer to the potential of audio in our daily lives. The future of audio advertising is promising, with personal soundscapes being carefully curated with AR glasses, noise-cancelling earbuds, AI companions, and voice synthesis bots playing a role.
