Homewear and fashion retailer Matalan has created a fully AI-generated audio campaign which will run across both linear and digital platforms.
The works have been created in partnership with Havas Media Manchester and creative optimisation specialists additive+, which was acquired by Havas Media Network UK in 2022.
The AI technology allows Matalan to deliver dynamic and highly relevant audio content almost in real time. As the campaign evolves, the adverts will also eventually incorporate real-time contextual and proximity-based adjustments in order to establish hyper-localised messaging.
The move forms part of Matalan’s wider adoption of AI, including launching an AI-powered feed and product listing optimisation earlier this year.
“We always want to innovate to find more agile ways to connect with our brilliant customers. 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 Matalan director of marketing Charlotte Dewhurst.
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“Through our partnership with Havas Media Manchester and additive+, we’re not just enhancing our audio capabilities, but setting a new benchmark in retail marketing,” she added.
Havas Media Manchester joint general manager Lucy Barnes said: “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.”
“This approach ensures that Matalan remains relevant and top-of-mind for customers, delivering personalised, impactful messages that align with their everyday lives and reflect the latest retail offerings,” she continued.
Additive + managing partner Richard Gill said: “By using artificial intelligence, we are now able to adopt these principles for audio advertising.”
“AI allows us to rapidly generate and distribute a high volume of audio ads, meaning our advertising is more relevant to our audiences, and therefore more effective. AI also enables us to enhance our speed to market and deliver better value for money to our clients.”
