Majelan X allows automatic conversion of text into audio content. Why is this technology an opportunity for media?
The major opportunity for media lies in what we call at majelan X the industrial "révoluSon." Thanks to our solution, editorial teams can automatically convert their articles on a large scale into immersive and high-quality sound experiences. This evolution is at the crossroads of three dynamics: a technological advance with the rise of AI-based text-to-speech (TTS), a change in usage where multitasking, digital fatigue, and lack of time make audio a natural complement to reading, and an economic opportunity, as each innovation that adapts to new user behaviors opens market prospects.
Multitasking means doing several things at once. Have you observed an impact on listeners’ concentration?
Audio is a natural and instinctive communication mode. Even in the womb, hearing is the first sense activated. This enables listening while multitasking. Our observations confirm this: one of our clients, a large company, deployed majelan X to 200 employees. 85% use it while on the move—whether commuting, teleworking, or traveling—validating audio’s value as an information medium. We observed an average use of 15 minutes per day on the platform. Usage breaks down as follows: 35% listen to company content and 65% to majelan X content. Also, 65% of employees use the app daily. That said, the challenge remains to ensure an audio experience that truly supports information retention even when multitasking. We are actively working on this.
What impact has majelan X had on audience engagement?
Today, we are the French leader in AI audio. Our audience has grown from 700,000 to 2.4 million monthly users in one year. The completion rate—average listening time per content—is a key indicator. It has increased from 20% to 60% in a year. This shows audio can capture attention and retain users, provided the experience is smooth and adapted to listening habits.
Which media outlets do you already collaborate with?
We work with several press titles, including Le Figaro, La Tribune, L’Express, Le Point, L’Équipe, La Dépêche, and Le Parisien. The interesting thing is that audio does not replace text: it extends it. Unlike video, which can be seen as a competing format, audio directly supports the written word. By transforming articles into audio content, we give them a new dimension and greater accessibility. In a way, audio is the future of writing.
Who are your target audiences?
AI audio is a strategic lever for media, especially for three audience groups. Young people read less but inform themselves differently; it’s essential to reach them through their habits, notably listening on the go and on smartphones. The affluent (CSP+) are a key monetization audience; offering audio lets them access information even when they lack time to read. Finally, seniors find audio a valuable way to more comfortably access content they might struggle to read.
What monetization model does majelan X offer media?
Audio advertising operates on several formats, including pre-roll ads inserted at the start or middle of listening. For example, a major press publisher multiplied its audio ad revenues by six in one year. This shows the market is growing rapidly. Another key lever is local advertising. Audio enables automation and more precise targeting of ads, offering new monetization opportunities for local media.
You announce a version 2 with an editorial "mX" that evolves in real time and adapts to user preferences. How does this differ from version 1?
Until now, media listening was passive: version 1 offered playlists of read articles with no interaction. Version 2 introduces dynamic, interactive listening. Users will be able to ask the AI questions to deepen a topic or navigate between content based on their preferences. For example, a user listening to an economic article on La Tribune can ask for more details on a key figure or switch to related content. It’s a new, more engaging, and personalized way to consume information.
AI applied to media raises as many opportunities as challenges. How far can content automation go without distorting the journalistic experience?
AI does not replace journalists’ work; it supports it. Content is still produced by editorial teams. AI simply maximizes dissemination and accessibility. A key challenge concerns new distribution channels. Today, media reach their audience via websites or apps. Tomorrow, they must be present on audio platforms like Spotify and Apple Podcasts, and in connected cars—where audio truly makes sense. We are aware of ethical risks related to AI: CEO fraud, deepfakes, etc. This is a serious matter for us. As president of the news agency syndicate, which includes AFP, I believe we have responsibility on these issues. Ethics must remain a central pillar of innovation in AI audio.
