Spotify Technology has disclosed that it is testing a revolutionary AI-powered function aimed to translate podcasts from prominent broadcasters such as Dax Shepard and Lex Fridman into multiple languages, as revealed on Monday by the audio-streaming business.
This feature is Spotify’s most recent attempt to use generative artificial intelligence, a technique that has earned worldwide recognition with the launch of ChatGPT, to attract new customers and supplement its revenue streams.
According to Spotify, these translated versions of podcasts, powered by Microsoft-backed OpenAI’s recently unveiled voice generation technology, are expected to faithfully emulate the unique speaking style of the original host, offering a more authentic experience compared to conventional dubbing techniques.
Spotify has collaborated with other notable podcasters such as Monica Padman, Bill Simmons, and Steven Bartlett for this novel feature, in addition to Dax Shepard and Lex Fridman.
Spotify plans to make these voice translations available in a variety of languages, including Spanish, French, and German, initially for a limited number of library episodes and future releases. This strategic decision has the potential to greatly expand the audience for these podcasts.
Spotify has made significant investments in its podcasting business in recent years, betting on the increased engagement levels that this format may deliver to attract more advertisers. However, the company’s aggressive spending has resulted in a significant increase in operational expenses, which surpassed revenue growth last year. Furthermore, when interest rates and inflation rise, firms have reduced their advertising spending.