SiriusXM has announced a strategic partnership with AI voice tech startup Narrativ to launch a new advertising creation initiative with the ethics of utilizing AI in audio advertising in mind.
The collaboration enables brands to utilize high-quality, AI-generated voice ads while preserving the integrity and consent of the voice actors behind the technology.
At the center of the partnership is AdMaker, SiriusXM’s self-service creative platform. Advertisers will soon be able to create customized commercials using AI voice replicas licensed from professional voice talent who voluntarily opt into the program through Narrativ. All ads will be produced in partnership with SiriusXM and its in-house agency, Studio Resonate, known for its award-winning creative direction in audio.
This model stands out not only for its scalability and cost efficiency but also for its ethical underpinnings. Voice actors retain full ownership and control of their digital likenesses, approving or rejecting every ad their replica is used in. Narrativ, which signed an agreement with SAG-AFTRA in 2024, remains at the forefront of championing “consent, compensation, and control” in AI-generated content.
“We are thrilled to be working on this new solution with Narrativ, which shares our belief in the power of the human voice – the heart of all great audio,” SiriusXM Senior Vice President and Head of B2B Marketing and Ad Innovation Lizzie Collins said.
“This deal will open up new doors for AI voice technology to expand and augment, not replace, our creative capabilities and the talented voice actors we work with every day,” she continued. “It also represents a major step forward in making high-quality ad creative in audio more scalable, and more accessible, for brands.”
“Collaborating with an innovator like SiriusXM Media is an exciting milestone in Narrativ’s mission to advance ethical AI in audio advertising,” Narrativ co-founder Ben Gottdiener said. “As demand grows for faster, more scalable ways to produce audio ads, many advertisers are turning to AI voice platforms—often without knowing their models are trained on questionable datasets.
“We founded Narrativ to prove that it’s possible to offer cost-effective, scalable solutions that also protect voice talent,” Gottdiener added. “Working with SiriusXM Media to enable ethical, AI-powered ad creation is a cornerstone of our platform.”
This initiative builds on SiriusXM Media’s broader strategy to modernize ad creation through intelligent, technology-forward platforms, offering global brands and local businesses alike a streamlined path to launch, optimize, and measure impactful audio advertising.
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