SHI: the voice is a testable variable.

The campaign record

• Brand / platform: SHI International; Spotify Ads Manager case study.
• Concept: Create multiple versions of an existing audio ad using AI voice, tone, and background music, then compare the variants in paid media.
• Audience / objective: B2B technology buyers; test whether lower-friction variation can improve traffic and efficiency.
• AI technology: Spotify’s AI-powered ad creation tool for voice, tone, and music variation.
• Human contribution: Original ad concept, product message, approval, test design, media budget, and interpretation.
• Reported outcome: Spotify reports the AI-generated ad drove three times more site traffic than the original actor-read version and was 24% more cost-efficient than the bid cap. This is a platform case study and should be treated as a vendor-reported A/B result, not a general benchmark.
• Strength: The experiment compares creative variants and ties the tool to a measurable media test.
• Limitation: Without the full experiment design, spend, audience split, duration, and confidence intervals, the result cannot establish that AI caused the improvement.
• Lesson: AI earns a place in performance creative when it creates a testable hypothesis, not just more assets.
• Source: Spotify Ads case study.