SHI International triples site traffic with Spotify's AI-generated audio ads
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SHI International, a B2B tech reseller, partnered with Spotify to boost brand awareness for its new generative AI service solutions. By leveraging Spotify’s Gen AI ad creation tool, SHI drove 3x more site traffic compared to its original, professionally-voiced ad.
Media mix:
Brand vertical: Tech
Objective: Web Traffic
Targeting used: Demographic Targeting
Market: US
Flight length: Jul 24, 2025 – Sep 30, 2025
Activation channel: Ads Manager
Formats: Audio Everywhere, Canvas
The Objective
SHI International, a leading B2B tech reseller, was launching new generative AI service solutions and needed to increase brand awareness for these capabilities. Their goal was to find an innovative, measurable way to reach B2B decision-makers in tech, leadership, and finance across the US. They chose to run their own A/B test: comparing their existing actor-voiced ad against one created with Spotify's new Gen AI tool in Ads Manager. This test would identify the most effective creative to reach their busy, professional target audience.
The Solution
Working with Spotify, SHI International quickly produced alternate audio ads using Ads Manager’s Gen AI ad creation tool. This tool allowed them to choose the right voice, tone, and background music, creating new ad versions in minutes. They combined the AI-generated audio ad with Canvas visuals and ran tests against their original ad to measure performance. The campaign was delivered across targeted music and podcast placements to reach B2B decision-makers while they were streaming. This test allowed SHI to not only measure effectiveness but also leverage the flexibility and speed of AI-driven production to create and test multiple versions of their ad creative.
Watch: SHI International on Spotify
The Impact
Ads created by Spotify’s Gen AI-powered creation tool drove:
3x
more site traffic compared to SHI’s original ad read by an actor
24%
more cost-efficient than the bid cap
Spotify's AI-generated ads were the top-performing creative in the campaign. The AI-generated ad drove 3x more site traffic compared to SHI’s original ad read by an actor, and was 24% more cost-efficient than the bid cap. The results clearly showed that the AI-generated audio ads outperformed the original, professionally-voiced creative, providing a scalable path forward for their future campaigns.
Spotify’s AI tool made it easier for us to create multiple versions of our existing audio ad, allowing us to A/B test our creative. The AI-generated spot performed better than the version we produced internally, so we’re creating new AI-generated versions.
James McNeal
Director: Digital Marketing Programs, SHI
The Takeaway
This campaign highlights the value of fast, scalable AI-driven production in driving measurable growth. The AI-generated ad’s success proves that Spotify's Ads Manager tool can quickly create high-performing creative that truly resonates with the target audience. By A/B testing, SHI International demonstrated that the flexibility of the AI tool makes it easier to test and optimize campaigns for efficiency from day one. For other forward-looking brands, this is proof that Spotify is a powerful, effective partner.