New collaboration will enable advertisers and voice actors alike to bring to life engaging audio creative with ease
Today, SiriusXM Media[i] announced a new agreement with Narrativ to launch an ad initiative which will allow brands to leverage AI-generated voice replicas and use them to make audio advertising creative at scale, while empowering the humans behind the voices to maintain control of their likeness. Through SiriusXM Media’s self-service creative tool, named AdMaker, advertisers will soon be able to tap into high-quality ads that combine in-house creative agency Studio Resonate’s production expertise with Narrativ’s innovative AI voice technology.
This collaboration will offer brands more flexible, cost-efficient, and scalable creative options within audio, while still benefitting from the human touch of Studio Resonate’s award-winning creative direction. For the voice actors who work with SiriusXM Media and choose to opt in to Narrativ, this solution will offer them the opportunity to earn additional income through the licensing of their voice replicas while maintaining full ownership and control over voice usage, including the ability to approve or reject every ad using their voice replica. This is reflective of Narrativ’s commitment to consent, compensation, and control when it comes to the use of AI likeness in advertising; Narrativ was one of the first AI companies to embrace ethical use, and signed a deal with SAG-AFTRA in 2024 to protect and monetize union talent voice replicas.
Here’s how it will work: In AdMaker, advertisers will be able to choose to use an AI voice replica from the roster of voice actors who opt in to Narrativ. From there, Studio Resonate’s creative team will oversee the ad’s production. Each ad must be approved by both the voice actor and the advertiser before it goes live. By combining the AI voice replica of an expert voice actor with human-led creative direction, this solution will enhance Studio Resonate’s audio ad production capabilities and offer advertisers more flexible creative options at scale.
“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,” said Lizzie Collins, SVP and Head of B2B Marketing and Ad Innovation at SiriusXM Media. “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. 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,” said Ben Gottdiener, co-founder of Narrativ. “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. Working with SiriusXM Media to enable ethical, AI-powered ad creation is a cornerstone of our platform.”
This collaboration marks the latest step in SiriusXM Media’s continued investment in innovative audio ad technology and intelligent creative solutions. By streamlining production and expanding access to scalable, personalized creative with AI-powered ad solutions, SiriusXM Media makes it easy for advertisers – from local small businesses to global brands – to buy, produce, and measure high-quality audio ads across its self-serve platforms.
For more information, please visit https://www.siriusxmmedia.com/insights/siriusxm-media-and-narrativ-introduce-ai-voice-replicas-for-audio-ads.
About Sirius XM Holdings Inc.
SiriusXM is the leading audio entertainment company in North America with a portfolio of audio businesses including its flagship subscription entertainment service SiriusXM; the ad-supported and premium music streaming services of Pandora; an expansive podcast network; and a suite of business and advertising solutions. Reaching a combined monthly audience of approximately 160 million listeners, SiriusXM offers a broad range of content for listeners everywhere they tune in with a diverse mix of live, on-demand, and curated programming across music, talk, news, and sports. For more about SiriusXM, please go to: www.siriusxm.com.
About Narrativ
Narrativ is an AI voice marketplace for talent and their agents to license and control their audio likeness. Through its unique subscription model, Narrativ provides businesses with scalable, on-demand access to professional voice talent for advertising, corporate content, and digital products. As a SAG-AFTRA signatory, Narrativ is built on a talent-first ethical AI framework, ensuring a sustainable and equitable ecosystem where technological innovation and creator empowerment coexist. For more about Narrativ, please go to: https://www.narrativ.ai/.
[i] This collaboration was formalized through an agreement executed by Sirius XM Radio LLC, the parent entity of Pandora Media, LLC, which operates under the trade name SiriusXM Media.
Released June 17, 2025
