The Standard for Authentic Podcast Advertising & YouTube Sponsorships: Limits on AI and Voice Cloning for Host-Read Ads
Podcast advertising and YouTube sponsorships thrive on the genuine connection between a host and their audience. At ADOPTER Media, we champion innovation and technology to enhance our workflows, yet we stand firm in our commitment to authenticity.
To that end, our Insertion Orders will now define clear limits on the use of AI voice-cloning for host-read ads, while allowing for small post-production fixes and accessibility accommodations.
We invite creators, networks, advertisers, and other agencies to join us in upholding standards that safeguard the integrity of host-read advertising and trust in personal endorsements.
Preserving The Power of Podcast Ads
The unique power of podcast advertising lies in its deep engagement. Podcast ads connect advertisers, hosts, and listeners in a way other media can't. As generative AI tools become more available, it’s imperative that our industry safeguards its foundational strengths and proactively sets standards for authenticity. Personal endorsements have incredible value for advertisers and audiences alike. A host's credibility with their audience matters. We must ensure that sponsorships help preserve that.
- Glenn Rubenstein, Chief Executive Officer, ADOPTER Media
A Connection Between Creator and Audience
Technology for AI video is evolving rapidly—in fact, many YouTube creators are already being offered the opportunity to sell their likenesses to be used as avatars in social media ads, somewhat like deepfakes for influencers. ADOPTER Media believes that AI can never replicate the human connection that we see between content creators and their audiences. We value the work of content creators, and our policy on AI ensures that technology will never inhibit the earnings of creators, only enhance it.
- Elsie Bernaiche, Vice President of Partnerships, ADOPTER Media
Ethical AI in Podcast Sponsorship Production
ADOPTER Media’s policy is to review every ad that runs for every brand we represent, so we listen to tens of thousands of airchecks each year and can gauge what does and does not work in an ad read. Generative AI can be an incredibly useful tool to fix small mistakes in post-production, like updating an offer or correcting a mispronunciation to avoid makegoods. It's also impactful as a tool that provides greater accessibility for people who otherwise would not be podcasting. However, nothing can replace a host’s true authentic voice in a personal endorsement and the connection that voice makes to the audience. Using AI to read a “personal” endorsement—unless done for accessibility purposes—is both disingenuous and unethical.
- Tiffany Rubenstein, Chief Operating Officer, ADOPTER Media
Handle with Care
Brands love creators for their authentic ability to influence action. As AI creeps in, authenticity runs out. We need to be really careful we don’t lose authenticity in the pursuit of technological innovation at the risk of hurting the main revenue source our industry relies on…the brands.
- Adam McNeil, Senior Vice President of Client Services, ADOPTER Media
About ADOPTER Media
ADOPTER Media is a leader in the podcast advertising industry. Since 2016, we've worked with over 100 brands to effectively plan, manage, and optimize their podcast ad campaigns and YouTube sponsorships. Our commitment to excellence has not only strengthened industry standards for podcast ad measurement but also provided valuable education for both advertisers and podcasters. With a focus on results at scale, ADOPTER Media continues to shape the future of audio and video endorsement advertising.
Glenn Rubenstein
Glenn Rubenstein is the Founder and CEO of ADOPTER Media. Since 2007, he's helped brands engage online audiences through authentic advertising.
