How SiriusXM and Snowflake are using AI to power personalized media experiences
Artificial intelligence and audio audience intelligence are reshaping how media companies understand consumers and deliver personalized experiences. As organizations move beyond traditional search and targeting, the focus is shifting toward contextual intelligence and more seamless interactions across channels.
As advertising shifts its focus from channels to audiences, audio is becoming an increasingly valuable source of consumer insight. With people spending hours each day listening across different contexts, companies are looking to better structure and activate audio data to enable more precise targeting and personalized experiences, according to Sherene Hilal (pictured, right), chief ad product and technology officer of SiriusXM Holdings Inc.
“As we’ve been starting to figure out how to make audio more modern, data and technology has been the recipe for that success,” Hilal said. “Specifically, how to get the context of audio, so the mood and moment of what you’re listening to, the transcript from a podcast, and really making that data available so that it’s a very tailored experience for the listener.”
