Matalan rolls out AI audio ads

Clothing and homeware retailer Matalan has launched an audio campaign featuring AI-generated ads.

The spots will appear on linear radio including Global, Bauer and Virgin stations, as well as on digital platforms including Spotify and Acast. The brand claims the use on linear audio in particular is a retail first.

Matalan is utilising AI to rapidly develop and tailor its money-saving messaging in multiple ads — work that would once have taken several weeks to produce and now takes one day.

The campaign is created by Havas Media Manchester, the brand’s media agency of record, and dynamic creative optimisation specialist Additive+, which was acquired by Havas Media Network in 2022.

As the campaign evolves, it will seek to incorporate real-time contextual and proximity-based content.

The work is running on a trial basis that could lead to Matalan switching to AI-voiced audio ads for the rest of the year and beyond.

It is part of Matalan’s wider investment in AI in its marketing communications. In June, the brand launched an AI-powered feed and product listing optimisations. Since March, it has been using a generative AI and large-language model tool to create product descriptions for items listed on its website.

“Today marks an exciting, progressive evolution in our broader marketing approach towards a more agile and dynamic advertising strategy, not to mention an industry first,” said Charlotte Dewhurst, director of marketing at Matalan.

Lucy Barnes, joint general manager at Havas Media Manchester, added: “Our journey with Matalan is about more than just keeping pace with the market — it’s about leading it. By integrating AI-generated audio ads, we’re equipping Matalan with the agility to swiftly activate campaigns that reflect the latest retail offerings.”

The ads are delivered by Audiotrack, the platform operated by The Media Leader parent Adwanted UK.

Sue Cullingham, head of audio at Adwanted UK, said: “It’s a great example of how AI can be used positively in audio advertising and we expect to see a lot more of these in the future. Not only will it speed up the production of audio ads, it provides an easy way to create multiple versions of an ad — something that is becoming increasingly important with contextual targeting high on everyone’s agenda.”

Matalan’s chief customer and omnichannel officer, Ali Jones, will be speaking at The Media Leader and Adwanted Events’ The Future of Media Manchester event on 26 September.