Azerion used AudioStack's agentic production platform to turn one script into 100 personalised audio ads across the UK — proof that AI-driven personalisation can move even a sensitive, hard-to-message category to act.

New Wella's Nioxin Pro Clinical line saw 70% of exposed listeners take, or intend to take, action after hearing a personalised audio campaign built on AudioStack's platform, according to brand lift results published by Wella, Azerion, and Digitas.

Azerion, working with media agency Digitas, used AudioStack to turn a single Nioxin creative into 100 distinct audio versions, tailored across two audience segments (women 25–45, men 20–35) and 24 UK locations, at a fraction of the cost and timeline a manual, studio-based build would require.

The brand lift study, measured by On Device Research against a control group, found:

• 70% of exposed listeners took or intended to take action — purchase, research, or word of mouth
• 21-point recall lift and 22-point awareness lift among listeners who had personally experienced hair thinning
• 77% said the branding was clear, addressing a persistent challenge in audio: listeners can't glance back at a visual to confirm who's speaking

The campaign builds on earlier research from Azerion and Differentology, published prior, showing AI-generated voice performs on par with human voiceover, even though most listeners assume a human would win. Nioxin became the live commercial test of that finding, in a category where a generic script typically falls flat.

Julia Drucker-Allister, EMEA media director at Wella, said the results mark a shift away from one-size-fits-all messaging and "into personalisation at scale", adding that more localised, relevant messaging built "a genuine connection with our audience".

Ruth Reynolds, insight and strategy director, UK at Azerion, said the personalisation mattered because hair thinning is experienced "differently for each person", and that relevance in the moment, not just reach or frequency, is what drove listeners to act.

Lisa McAllister, group media director at Digitas, called the results evidence that personalisation is now "the new benchmark for effective audio," not a nice-to-have.

Alexis van de Wyer, CEO of AudioStack, added: "This is exactly what agentic production is built for. One team gave us one script, and our platform turned it into a hundred versions that actually speak to the person hearing them. Azerion and Wella didn't just save time; they proved that personalisation at this scale drives real commercial results. That's the shift we want every media organisation to be able to make."

AudioStack

Quality Audio Fast. AudioStack is the leading enterprise solution for AI audio production. The proprietary technology connects AI-powered media creation forms such as AI script generation, lifelike text-to-speech, speech-to-speech, generative music a...

More about AudioStack »

Powered by PressBox