Mamamia introduces Sam, a new AI-powered programmatic audio offering for brands


Mamamia has launched Sam, a dynamic AI-powered voice trained on hundreds of hours of Mamamia podcasts.

Sam unlocks programmatic audio advertising across the network for the first time with close-to real time turnarounds and gives brands the ability to trade programmatically, with all the benefits of a familiar podcast voice.

Luca Lavigne, Head of Product, says “We know over 70% of listeners find host-read ads more effective than radio ads, so we’ve never taken radio ads across our network. We’re incredibly protective of our audience and we want the best outcomes for our partners. Sam allows our client and agency partners to tap into the benefits of a host-read ad, but with programmatic turnaround times. We’re excited to be at the cutting edge of audio.”

Podcasts Content Director Jessie-Lee Klass says: “AI is at the core of the Sam voice, but human oversight remains imperative to ensure the maintenance of high quality standards. Sam frees up our talented creators and producers to focus on what they do best – crafting brilliant content and working on more bespoke integrations for our partners.”

Head of Audio Sales Bel Cook says: “Brands will still be able to access Mamamia talent as part of our premium programmatic offering. However the introduction of Sam allows for a streamlined production process, quicker turnarounds, and more creative variations for partners who want to tap into the unparalleled engagement we have with our podcast audience.”

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