Spotify is jumping into the voice technology game.
The streaming platform is testing voice-controlled advertisements for some users in the U.S., it revealed on a call with investors this week, according to TechCrunch.
Currently, the promotions are only for services inside its own app, but that could change over time.
Here’s how the technology works: When non-Premium users are listening to a song, they’ll hear an advertisement for a playlist.
They’ll then be given the option to say ‘play now,’ if they’re interested in listening to the playlist.
Spotify is testing this with Axe body spray with advertisements for its original podcast, Stay Free: The Story of the Clash, as well as a branded playlist by Axe.