Mamamia introduces Sam, AI voice to boost brand messaging

Mamamia has introduced Sam to the market – a dynamic AI-powered voice trained on hundreds of hours of Mamamia podcasts. 

Sam will work to unlock programmatic audio advertising across the Mamamia network, with close to real-time turnarounds.

According to Mamamia’s State of Women research, 79% of women trust recommendations made by the platform. Host-read ads can drive better outcomes than traditional radio programmatic audio ads, and the addition of Sam means brands get the ability to trade programmatically with all the benefits of a familiar podcast voice.

Luca Lavigne, head of product, said: “We know over 70% of listeners find host-read ads more effective than radio ads, so we’ve never taken radio ads across our network. We’re incredibly protective of our audience and we want the best outcomes for our partners. 

“Sam allows our client and agency partners to tap into the benefits of a host-read ad, but with programmatic turnaround times. We’re excited to be at the cutting edge of audio.”

Jessie-Lee Klass, podcasts content director, added that while AI is at the core of the Sam voice, human oversight remains imperative to ensure high quality standards. 

“Sam frees up our talented creators and producers to focus on what they do best - crafting brilliant content and working on more bespoke integrations for our partners.”

Bel Cook, head of audio sales concluded: “Brands will still be able to access Mamamia talent as part of our premium programmatic offering. However, the introduction of Sam allows for a streamlined production process, quicker turnarounds, and more creative variations for partners who want to tap into the unparalleled engagement we have with our podcast audience.”

Earlier this week, Mamamia appointed Natalie Harvey as chief executive officer, four months after she joined the independent women’s media group in January.

See Also: Mamamia promotes Natalie Harvey to CEO