Category: In the News

When podcast networks started using AI to translate shows into other languages last year, media buyers were skeptical. Voices ranged from awkwardly robotic to wildly inaccurate.

The tech has come a long way since then — which is why iHeartMedia chose to take its time. More than a year after iHeartMedia execs told Digiday they planned to debut a handful of translated podcasts to grow their international audience and advertising business, those shows are finally seeing the light of day. 

The audio media giant has rolled out out AI-translated versions of 10 of its popular podcast shows, in six different languages – and in the original hosts’ own voices, thanks to voice-cloning technology. 

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AI was the buzzword of the week at Cannes Lions but platforms behind it were largely out of the public eye. CMOs suspect that won’t be the case for long.

Perplexity, ChatGPT and others may be holding off on the full-blown ad pitch but the economics say that will shift. GPUs, cloud computing, data pipelines, top-tier engineers — it’s a high-burn business. At some point, the math forces the model to monetize. 

And when it does, there’s still only one revenue stream big enough to make a dent: advertising. 

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