Spotify Ads Product Design AI / ML 2023–2024

Generative AI
Audio Ads

Designing an AI-powered script writing and audio production tool that lets any advertiser create broadcast-quality audio ads in minutes — no studio, no voice actor, no production budget required.

My role
Lead Designer
Platform
Spotify Ads Manager
Timeline
2023–2024
Design artifact — Mix your audio
advertising.spotify.com · Ad Studio
Spotify Ads Manager — Step 3: Mix audio with 'Mixing in progress' dialog, music note illustration, and Back/Done navigation
Design artifact — Happy path flow
advertising.spotify.com · Full creation flow
Generative AI Audio Ads — complete happy path flow showing all screens from script generation through voiceover selection to final audio mix
Overview

From blank page to broadcast-ready

Audio advertising on Spotify was historically inaccessible to most self-serve advertisers. Creating an audio ad required a script, a voice actor, studio production, and mixing — a process that could take weeks and cost thousands of dollars. This left the majority of small and mid-size advertisers unable to tap into Spotify's most powerful ad format.

Generative AI Audio Ads reimagined the creation flow as a three-step wizard: write a script (with AI assistance), choose a voiceover, and mix the final audio. The AI script generator lets advertisers describe their product, message, and brand voice, then produces multiple script options instantly. The tool reached over 3,400 unique advertisers and drove €7M+ in delivered revenue — proving that lowering the production barrier dramatically expands who can advertise with audio on Spotify.

Design process

A three-step wizard from conception to air

01
Script generation design
Designed the prompt-based script writing experience, allowing advertisers to input their product name, main message, call to action, words to include/avoid, and brand voice. The AI generates multiple script variations calibrated to ad length, objective, and audience.
02
Voiceover & mixing
Designed the voice selection and audio mixing steps, giving advertisers control over tone, pacing, and background music while maintaining a streamlined flow that doesn't require audio production expertise.
03
Standalone creation
Partnered with product to decouple audio creation from the campaign booking flow, enabling advertisers to produce creatives in the Creative Library independently and reuse them across campaigns — a key unlock for always-on advertisers and agency workflows.
Design highlights

Decisions that shaped the work

✨
AI-assisted script writing
Designed the instant script generator that takes structured prompts (product, message, CTA, brand voice) and produces broadcast-ready scripts. Advertisers can generate multiple variations, edit inline, and regenerate — reducing script writing from hours to seconds.
🎙️
Three-step wizard
Structured the entire flow as a clear 1-2-3 progression: Write script → Choose voiceover → Mix audio. Each step is self-contained with contextual guidance, reducing cognitive load for advertisers who've never created audio before.
🎨
Brand voice controls
Designed optional controls for brand voice description, words to include/avoid, and tone guidance — giving sophisticated advertisers fine-grained control without overwhelming newcomers with required fields.
🔮
Creative Library integration
Extended the tool beyond the campaign flow into Spotify's Creative Library, enabling standalone audio creation. This decoupling was critical for agencies managing multiple clients and advertisers who want to batch-produce creative assets.
Impact

Expanding who can advertise with audio

3,400+
Unique advertisers using AI Audio Ads — unlocking audio for self-serve creators
€7M+
Delivered revenue from AI-generated audio campaigns — proving ROI on accessibility
3 steps
Wizard replacing a weeks-long production process — from idea to broadcast in minutes