Do you prefer to listen to your podcasts or watch them? Whatever your answer, in today's digital landscape you probably don't have to choose. The line between audio and video is blurring, creating exciting new frontiers for creators and AV professionals. While we once saw audio as a distinct medium, it's now weaving itself into a much wider, more integrated story. The audio transformation is being led by game-changing features like AI-driven narration, video-enhanced podcasts, and so much more.

At a recent panel discussion at NAB Show NY, experts from Audible and Audacy shared their insights on this dynamic space. Sadaf Kasmi, Head of Creator and International Product at Audible, and Luke Cory, VP of Technology at Audacy, explored how creators, technology, and monetization models are shaping the future of audio. Their shared expertise offers a glimpse into what's next for the industry.

Redefining the "Creator" in Audio

Who exactly is a creator in the modern audio ecosystem? The definition has expanded significantly; It’s no longer just the author or the podcast host.

At Audible, a "creator" is anyone involved in the creative process. This includes:

• Writers and rights holders
• Narrators
• Sound engineers and production companies

Kasmi highlighted the importance of independent creators, particularly through Audible's Audiobook Creation Exchange (ACX). This platform empowers independent authors and small publishers to enter the audio space, which is actually one of the fastest-growing categories in publishing.

For Audacy, the definition is similarly broad. Cory pointed out that even radio producers, the "people behind the glass," are now recognized as creators whose personas are known to audiences. He also noted that traditional radio and television anchors were the original creators, and today's podcasters are the modern evolution of that role.

How AI is Enhancing the Creator Experience

According to the panelists, AI is not here to replace human creativity but to enhance it. Both Audible and Audacy are leveraging AI to provide creators with powerful tools that streamline workflows and expand their reach.

Audible is using AI to address the massive gap between the number of published books (around 150 million) and those available in audio (about one million). Kasmi explained, "We want to find new approaches to enable rights holders... to actually leverage AI to bring titles to life that otherwise just simply would not have existed in audio."

Key AI applications at Audible include:

• AI Narration and Translation: Offering text-to-text and speech-to-speech translation to bring content to global audiences in their native languages. 85% of Audible listeners prefer content in their native tongue, making this a crucial improvement.
• Voice Replica Program: An opt-in beta program allowing narrators to create a digital version of their voice. This helps them scale their business, and can even serve as a backup, as one narrator discovered when she lost her voice but could continue working using her replica.

Audacy, on the other hand, uses AI to make creators more efficient. Cory described how AI-powered transcription helps producers quickly edit long radio shows into shorter podcast episodes. This frees them up to focus on more valuable tasks like social media engagement. AI is also a powerful tool for podcast promotion. It can be a great help to identify the most engaging clips for creators to share on platforms like TikTok and YouTube Shorts to attract new listeners.

The Intersection of Audio and Video

The convergence of audio and video is one of the most significant trends in the podcast industry. A quick show of hands at a recent creator event hosted by Audacy revealed that nearly every podcaster in attendance was also recording video.

So, why the significant shift? Video adds a powerful visual dimension that can attract new audiences. As Cory explained, creators are using video for social media promotion, and platforms like YouTube and Spotify are increasingly integrating video into their podcast offerings. A great guest on a podcast often draws listeners to YouTube because they want to see the interaction.

But not all types of content benefit equally from video. A show's format and the host's style play a significant role. The key is for creators to understand their content and audience to determine if a video component adds value.

What's Next for Audio?

The audio world is becoming more integrated, personalized, and technologically advanced. The "and" strategy—embracing both traditional live narration and new AI tools—gives creators more choices than ever before. For AV professionals, this evolving landscape presents new opportunities to support creators with innovative solutions for production, distribution, and audience engagement.

As audio continues to merge with video and other digital formats, the demand for versatile and high-quality production will only grow. Staying informed on these trends is essential for anyone looking to innovate and lead in the industry.

Image credit: Getty Images/Dalin Ou