Audio in 2030: Embracing an AI future
Opinion
Bauer Media Advertising’s Simon Kilby predicts how AI will support some key media trends over the next five years.
Despite the societal chaos of recent years and transformational media change, audio has never been in such a healthy place.
The media landscape is fraught and unpredictable but the past shows that, time and time again, no matter what new tech arrives, audio innovates and remains a central part of listeners’ lives.
When I joined Absolute Radio from The Guardian in 2012, radio was still seen as a legacy platform: “a box in the kitchen”. Fast forward to today and audio is a digital-first platform, accessible everywhere the audience is.
Listening has grown consistently, revenues are strong and we’re a vibrant and exciting platform for both commercial partners and audiences.
Enhancing human superpowers
Looking ahead to 2030, audio is set for even greater change. An AI future awaits — but this isn’t something we should fear. When used as a tool to enhance our human superpowers, it can help catapult audio into its next frontier of hyper-personalisation.
Algorithms are reshaping consumption and content is becoming increasingly personalised. While audio retains the ability to connect with millions through shared experiences, as listening on connected devices continues to grow, personalisation of audio content and commercial partnerships will intensify.
Digital delivery will mean more tailored experiences — music adapted to taste, news localised and interaction with presenters frictionless.
Advertising, too, will evolve with precision-targeting powered by first-party data, while creative will be enhanced by AI and large language models.
Used responsibly, these tools will support human creativity, helping us to adapt core concepts into near-infinite copy executions.
Ethical considerations
Synthetic voices are another frontier. The technology is improving rapidly, but ethical boundaries are vital — consent, attribution and fair compensation must underpin all usage.
Done properly, synthetic voices could unlock hyper-personalisation in ads and content, while still protecting the human connection that makes audio special.
Data will deepen our ability to serve both audiences and advertisers. Richer datasets will predict behaviour, while immersive and interactive formats will invite listeners to actively engage with brands.
Measurement and optimisation will be transformed by privacy-safe data-sharing, enabling true omnichannel planning.
More possibilities
AI is embedded in all of this change and will open the door to new possibilities, such as real-time translation. Combining the tools unlocked by AI with decades of creative knowledge and data will allow audio to break down creative barriers to entry, unlocking a whole new layer of advertisers.
Currently, small businesses represent 45% of UK digital adspend. Through AI-powered creative and hyper-targeting, audio will become a powerful option outside the walled gardens of Meta and Google.
It’s important for the future of both adland and society that advertisers don’t continue to blindly invest in tech giants. If unchecked, the dominance of a handful of organisations risk eroding both advertising’s role in funding culture and the mental health of society.
Advertisers must recognise that where we invest matters.
Audio offers trusted, brand-safe, human-centred environments — qualities sorely needed in a fractured digital landscape. I believe the future of audio is bright. Audiences will always need uplifting, informing and entertaining content.
By protecting human connection while embracing innovation, audio will remain at the heart of people’s lives in 2030 and beyond.
A version of this piece was presented at Tuning In 2025 this week.
Simon Kilby is managing director at Bauer Media Advertising