The rise of artificial intelligence (AI) is everywhere and has had a profound impact on many industries, and voiceover is no exception. In fact, if anything it feels like it’s at the forefront. Every day, we learn of new innovations both in the realms of voiceover creation and also the systems of casting and job finding.
Complacency in the Voiceover Community.
In recent years, AI-driven voice technology has advanced rapidly, enabling software to generate synthetic voices that closely mimic human speech. There has been a belief in the voiceover community that it will never be “human enough” to take all the work, but still it’s difficult to hold that thought as the technology advances faster than we perhaps thought.
Voiceover Talent vs Content Creators
While AI in voiceover opens up new possibilities for businesses and content creators, it also presents challenges for professional voiceover artists. From the potential for underpayment to the risk of being replaced altogether, voiceover talent must be proactive in protecting their careers.
The relationship between voiceover artist and content creator has always been strong, but AI can pit one against the other when the business challenge is based more on price and sometimes less on quality.
In this blog, we’ll explore how AI is impacting the voiceover industry and provide practical tips for voiceover artists to protect themselves from being exploited or “ripped off” by the increasing use of synthetic voices.
The Rise of AI in Voiceover
AI technology in voiceover has come a long way in a short period of time. While synthetic voices have existed for decades (think of early text-to-speech systems), recent advancements in machine learning and deep neural networks have led to more natural-sounding AI voices. Companies like Google, Amazon, and Microsoft have made strides in perfecting text-to-speech (TTS) and voice cloning technologies, enabling voice actors to replicate a person’s voice with astonishing accuracy. This is an ongoing process and will only get better.
AI voices are now used in various applications, including:
- Virtual assistants (e.g., Siri, Alexa)
- Audiobooks and podcasts
- Video games and animated content
- Corporate E-Learning training materials
- Advertising and promotional content
For businesses, AI voices can be incredibly cost-effective, eliminating the need for hiring professional voiceover artists for each project. AI can generate voiceovers at scale and on demand, 24/7, without the need for a recording studio or multiple takes. This has led to increased demand for AI-generated voices, and for some industries, it’s becoming the preferred option due to its speed and cost-efficiency.
The Threat to Voiceover Artists
While AI provides benefits for companies looking to cut costs, it poses a significant challenge for professional voiceover artists. For years, voice talent has made a living by lending their unique voice to projects, but the rise of AI-generated voices threatens to replace human talent in some areas. Here are some of the risks for voiceover artists:
1. Undervaluing Human Talent
As AI voices become more mainstream, businesses may see them as a cheap alternative to hiring real voiceover artists. While AI voices can sound convincing, they lack the nuance, emotional depth, and creativity that human voices bring to a project. Unfortunately, some clients may opt for AI voices to cut costs, offering voiceover artists less work or lower rates.
In my own work, I have found that my work is a mixture of genres. Imagine my work like a divided cake. I may get a fat slice of corporate video work, some e-learning, commercials, on-hold and others. Although I don’t rely exclusively on one genre, the disappearance of one or two genres completely to AI can have a profound impact on the cake overall.
2. Voice Cloning and Copyright Issues
One of the most concerning aspects of AI in voiceover is the ability to clone voices. AI technology can now replicate a voice so convincingly that it can be nearly impossible to distinguish between a real person and a synthetic voice. The potential for voice cloning raises significant concerns about intellectual property rights and consent. There have been cases where voiceover artists’ voices have been cloned without permission, leading to the use of their synthetic voice in projects they were never involved in.
3. Exploitation of Talent
Voiceover artists may also be at risk of exploitation by companies that use AI tools openly to create low-cost synthetic voices but fail to pay fair compensation for human voiceover work.
What might seem like a great amount of money for a chunk of work now, may not be all it seems if that work is used in perpetuity by the buyer in the future – especially if they can sell on that service and have unlimited usage.
If you are planning a long career, consider the implications of sector exclusivity (common in high end commercials) and how selling your voice out now could limit that in the future and potentially create a breach of contract if you have no control over where your voice is used.
How Voiceover Artists Can Protect Themselves
While the rise of AI in voiceover presents certain challenges, there are several ways for voiceover artists to protect themselves and safeguard their careers. Here are some strategies to consider:
1. Understand Your Rights and Contracts
One of the most important ways to protect yourself as a voiceover artist is to ensure that you understand your rights and the terms of your contracts. When entering into agreements, especially for large projects, make sure that the contract includes clear terms on how your voice will be used and for how long.
- Usage Rights: Specify the scope of use for your voice. For example, will it be used in a commercial? For an audiobook? In a video game? Ensure that the contract clearly defines the duration of the usage and territories in which your voice can be used.
- Voice Cloning Permissions: Make sure that your contract specifically states whether or not your voice can be used to create AI clones or replicas for future use. This is critical, as you don’t want your voice to be used in perpetuity or in contexts you did not agree to.
- Compensation: Ensure that the payment for your work reflects the scope of the project. If your voice will be used extensively (such as in multiple commercials or for long-term usage), make sure you’re compensated fairly. Don’t agree to flat fees that fail to account for the potential longevity of the work.
In the UK, the actor’s union Equity has a toolkit that may help you drafting terms and contracts in an appropriate way. In the US, NAVA (National Association of Voice Actors) has created a Synthetic Voice/AI Rider which may also help you.
2. Stay Informed About AI Technology
It’s important for voiceover artists to stay informed about AI advancements in the industry. Understanding how AI works and how it may impact your field can help you make informed decisions about which projects to take on and how to negotiate better deals.
- Voiceover AI Platforms: Many AI voice platforms are now offering voice cloning services. While these platforms can benefit clients, they may also pose a risk to your livelihood if your voice is cloned without your consent or with terms you don’t fully understand. Stay aware of which platforms are using AI to generate synthetic voices and ensure you are not unknowingly contributing to them.
- Offer Unique Value: As AI continues to evolve, there will always be areas where human talent is irreplaceable. These include nuanced performances, emotional depth, and the ability to adapt to various roles or characters. Focus on the unique qualities that make your voice and delivery stand out. Cultivate a strong brand as a voiceover artist to make yourself indispensable to clients who want more than just an AI voice.
3. Diversify Your Income Streams
Like me, you might want to think about your overall “cake”. Relying solely on one type of voiceover work or one client can leave you vulnerable if the market shifts toward AI. Diversifying your income streams will help you weather changes in the industry. You’ll find a lot of discussion in the various voiceover groups about what genre of voiceover is more “human” and likely to weather the storm in the future.
- Audiobook Narration: The audiobook industry is growing and still very much reliant on human talent for narration.
- Character Work: Animation and video game industries are still looking for human voices that can deliver compelling performances, especially for character-based roles.
- Video Games: This one is a mixed bag. AI is certainly making in-roads, but the essence of an actor is still highly regarded and will continue to be so (hopefully!).
Pushing yourself to diversify your work, means you can reduce the risk of being replaced by AI and build a more stable career.
4. Use Pay-to-Play Websites Wisely
While pay-to-play (P2P) websites and other voice directories have been a staple for voiceover artists to find work, it’s important to stay vigilant about the types of jobs you accept. Some AI companies may post low-paying gigs on these platforms, offering limited compensation for work that could potentially be used to train AI voices or be turned into an AI voice clone. Always evaluate the terms of a project before agreeing to it and ensure that you’re being paid fairly for your time and talent.
Conclusion: Navigating the AI Landscape
AI in voiceover is both a challenge and an opportunity. As voiceover technology evolves, it’s crucial for human voiceover artists to stay informed, understand their rights, and negotiate fair contracts to protect themselves.
While AI may offer convenience and cost savings for some clients, there will always be a demand for the unique artistry, emotional depth, and versatility that human voiceover artists bring to the table. By adapting to these changes, diversifying your income streams, and maintaining control over your voice, you can continue to thrive in the voiceover industry even in an AI-driven future.
Also, be part of the community. We often work alone, but there are groups and socials out there that can connect you to your peers who are fighting the same battle.
About The Author
Tony Collins-Fogarty
British Voice-Over Artist and Actor
Tony Collins-Fogarty is a British Voice-Over Artist, with a background in broadcast, alongside training as an actor. His radio career began in 1988. He began providing voice-overs regularly in 2005, becoming full-time in 2012. He has worked with brands like Tripadvisor, Squarespace, Fox, Danone, Xero and others.
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