Voice-enabled AI is reshaping how people search, shop, and engage with media. Audio is emerging as the most natural interface for this shift. The new IAB Global report, Advertising’s Interactive Audio Future (October 2025), offers a timely look at how conversational technology is creating new marketing opportunities. 

A Decade in the Making 

Interactive audio has been building steadily for years. What began with basic voice search has evolved into fully conversational AI experiences that are changing how people interact with technology. With billions of voice assistants now in use around the world, audio is moving from a supporting role to a central marketing interface. This shift is opening new ways for brands to connect with audiences through real conversations. 

Why Audio Matters Now 

The report highlights audio’s unique strengths in a conversational environment. It explores how emotional connection, habitual listening, and the natural flow of spoken language make audio well suited to AI-driven experiences. Early campaigns have already shown higher engagement and stronger recall when audio is used interactively. These early results are only a glimpse of what’s coming. 

The Canadian Context 

Canada is well positioned to embrace this evolution. Smart speaker adoption continues to grow, and voice usage is increasing in both English and French. Canadian podcast audiences remain among the most engaged globally, and audio listening during key shopping windows is high. 

This landscape gives Canadian marketers a strong foundation to experiment with new conversational strategies. Bilingual audiences also offer a unique opportunity to develop innovative campaigns that work across languages and regions. 

Preparing for What Comes Next 

The report points to new tactics for marketers who want to get ahead. This includes rethinking creative for conversational environments and using interactive calls to action that invite real-time engagement. The opportunity is to move from being a voice in the background to becoming part of the conversation itself. 

Join IAB Canada 

IAB Canada supports the development of the audio and podcasting ecosystem. Through committees, working groups, and industry forums, members can collaborate, share insights, and shape best practices for this emerging space. 

If your organization is exploring conversational advertising, this is the moment to get involved. Join the discussion and help build the future of interactive audio in Canada.