Spotify has unveiled its first in-house creative agency, Creative Lab, in a bid to attract more advertisers to its platform. Additionally, as the company has announced, it will begin testing generative advertising with Artificial Intelligence (AI).

The launch of Creative Lab shows that Spotify is stepping up its efforts to attract advertisers to the platform. This could be an attractive offer for marketers, allowing them to reach Spotify's 615 million listeners.

Additionally, Spotify is working on a new AI tool for advertisers, 'Quick Audio', which will allow brands to create scripts and voiceovers using generative artificial intelligence. A company spokesperson told us that the tool will soon be available in Spotify Ads Managers.

In this context, a Spotify executive had previously said that the company wanted to use AI to create ads for podcasters that would be read by the moderator.

Brands will be able to work with the new Creative Lab team to produce things like video and audio ads, in-app digital experiences, and other interactive ad formats like call-to-action (CTA) cards, the spokesperson told TechCrunch. "Each campaign that Creative Lab touches is highly personalized for each specific brand and commercial need," he stressed.

Spotify used client Rockstar Energy Drink as an example, which launched a “Press Play” livestreamed concert series within the music streaming app, featuring artists such as British rapper Stormzy. Another beverage company, Aperol, will also be a Creative Lab client.

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