Spotify announced on Thursday that the company will deepen its exploration in the advertising field by launching its first internal creative agency called Creative Lab, aiming to create tailor-made marketing campaigns for brands. Additionally, Spotify plans to start testing generative AI ads.

The launch of this creative lab undoubtedly demonstrates Spotify's determination to attract advertisers to its platform. For marketers, this is undoubtedly an attractive choice as they will have the opportunity to reach Spotify's 615 million listeners.

In addition, Spotify has developed a new AI tool called "Quick Audio" for advertisers, which allows brands to quickly create scripts and voice-overs using generative AI technology. According to a company spokesperson, this tool will soon be available in the Spotify Ad Manager.

Previously, a Spotify executive revealed that the company is planning to use AI technology to generate podcast ads read by hosts.

According to TechCrunch, brands will work closely with the new creative lab team to create video and audio ads, in-app digital experiences, and interactive ad formats such as call-to-action (CTA) cards.

"The creative lab provides highly customized services for each campaign to meet the unique needs of each brand," the spokesperson said.

For example, Rockstar Energy Drink launched the "Press Play" live music series in Spotify's music streaming app, inviting numerous artists including UK rapper Stormzy. Another beverage company, Aperol, will also become a partner of the creative lab.