Spotify Technology has announced that it is testing an AI-powered feature designed to translate podcasts from popular creators like Dax Shepard and Lex Fridman into various languages. This move represents Spotify’s latest effort to leverage generative artificial intelligence, following the trend sparked by the success of technologies like ChatGPT, in order to attract new users and increase revenue.
Spotify’s AI translation feature
Spotify’s translation feature, powered by the recently released voice generation technology from Microsoft-backed OpenAI, aims to replicate the speaking style of the original podcast host, delivering a more natural experience compared to traditional dubbing. The company has also collaborated with other notable podcasters such as Monica Padman, Bill Simmons, and Steven Bartlett to implement this feature.
Initially, these voice translations will be available in languages such as Spanish, French, and German for a select number of catalogue episodes, as well as for future episode releases. This expansion into multiple languages has the potential to broaden the audience for these podcasts, increasing their reach and appeal.
Spotify has been making substantial investments in its podcast business over the past few years, hoping that the higher engagement levels offered by this format will attract more advertisers. However, these investments have led to a significant increase in the company’s operating expenses, which grew at twice the rate of its revenue in the previous year. Additionally, businesses have been scaling back their advertising spending due to rising interest rates and inflation.
