Ad Platform Instreamatic Says New AI Voice Talent Rules Will Open Opportunities For Marketers.

Instreamatic, an AI-driven ad optimization platform that works with brands like Mercedes, IKEA, and HP, is welcoming a new SAG-AFTRA waiver that will allow union talent to work on campaigns that use dynamic insertion to personalize the ad copy. It says the arrangement will open new opportunities for brands to access professional union talent in their ad creative.

The update provides terms for the use of AI technology in the creation of digital voice replicas and the use of these digital voice replicas in personalized dynamic audio ads with AI-generated custom elements. Examples include ads that reference the time of day, the listener’s location, and even the current weather in that city.

That is good news for Instreamatic, whose platform allows brands to create and utilize contextual audio ads, which combine original audio recordings of actors with digital voice synthesis and advanced artificial intelligence to produce dynamic content that speaks to ad audiences in their specific context. The union rule changes mean brands can fully leverage the advantages of Instreamatic’s contextual audio ads and use SAG-AFTRA voice talent.

“We’re exceptionally proud to have helped in the development of an equitable agreement with SAG-AFTRA, one that secures actors’ interests by requiring fair compensation and consent, ensures brands’ access to union actors, and unlocks the vast efficiency and potential of our technology going forward,” CEO Stas Tushinskiy said in a statement.

The new Dynamic AI Audio Commercials Waiver features several AI-specific contractual protections. That includes a performer must be given prior notice by a producer that the intent is to use the performer’s voice to create a digital voice replica — and provide prior written consent for the creation of that digital voice replica. Performers must also consent before their digital voice replica can be used in a commercial and must be informed about what product or service will be advertised and how many spots will be created. Producers also agree to delete all copies of an actor’s voice at the end of the employment relationship.

Under the Dynamic AI Audio Commercials Waiver, each time a new commercial is created using the digital voice replica the performer must be notified and compensated per the terms of the waiver. Performers also receive an additional 50% of a session fee for the creation of the customized elements that are dynamically inserted to personalize the commercial. Under the standard contract, SAG-AFTRA talent are paid $550 for a 60-minute commercial recording session, in addition to a digital use fee that is based on how long the ad runs. For a four-week campaign, the voice performer is paid $385, with a one-year unlimited usage fee of $1,210.

SAG-AFTRA National Executive Director & Chief Negotiator Duncan Crabtree-Ireland says the waiver means union voice talent can now safely work with companies like Instreamatic, who are leveraging technology to create more effective, personalized advertising. “The waiver terms require consent, fair compensation and critical protections, providing new job opportunities for union performers in this burgeoning space,” he said.

Boca Raton, FL-based Instreamatic says the use of more personalized ads will help improve marketers’ return on their investment in audio advertising.

“Contextual audio ads that dynamically deliver customized content of specific relevance to each listener are a game-changer for brands when it comes to capturing audience attention and achieving engagement,” Tushinskiy said. “Those ads perform their best when brands are able to enlist top voice talent.”