There’s a lot of talk in the voiceover world about Text-To-Speech technology and how the voiceover industry will be affected. The truth is, it doesn’t scare me. Read on to find out why.
The Mother Of Invention
Humans are, in some ways, defined by our constant struggle for development. We work hard for the next big thing – something to make our lives easier and more efficient.
From what I understand, walking everywhere all the time sucked.
So the bicycle – and eventually the car – marked a huge step forward for humankind.
I’m sure the smartphone was developed by one of those kids who hated hearing his math teacher go on tirades about how we needed to learn to do the math out long-form because we wouldn’t always have a calculator in our pocket.
The internet solved the very real human problem of not being able to look at cute dogs whenever we wanted.
These inventions and innovations moved humanity forward. They solved problems that were obstacles to humans reaching their full potential. They represented progress. True progress.
Don't Talk To Me
But somewhere along the way, we started confusing penny-pinching for real progress, and we started actively seeking out ways to eliminate the human element from everything we could – humans, of course, being our biggest inconvenience, right?.
Uber driver making friendly conversation? Zero stars for you, sir!
Having to listen to the know-it-all clerk from the record store trashing your musical taste just to pick up that latest Britney Spears CD? Ugh. Goodbye, Mr. Judgy. Hello Spotify.
Heck, most of us can’t even be bothered to go to a store and buy a gallon of milk anymore.
I get it. Saving time and money is something that hits very close to home for me, too.
I’ve been known to sit around browsing Amazon for, well, everything I want to buy. I’m listening to guilty-pleasure music on Spotify as I type this – completely judgment-free (and free-free, BTW).
Text-To-Speech Nightmares
But, as with everything in life, there comes a point of diminishing returns with certain forms of progress.
Take the latest example of so-called “progress” that the internet keeps trying to sell me: text-to-speech for voiceovers.
You might be unfamiliar with the concept, but as much as I love a good outbound link, I refuse to provide one here, so you’ll need to just use your imagination.
There are several companies out there that claim to be able to offer text-to-speech voices that sound human.
They hit you with claims like, “You could never tell the difference!”, “Stop paying for voiceovers!” and, “People think I use a professional voiceover artist. NO!”
Sure, buddy.
Look, these AI technologies are pretty impressive, but ultimately, they’re nothing more than a tech demo gimmick.
(Not So Much) Truth In Advertising
First of all, IF anyone is telling you that these AI voices sound like a real voiceover artist, they’re talking about someone with no training or any ability to empathize.
Secondly, if your target customer is human, why would you trust a voice that lacks many of the same elements as your target audience?
I mean, one of the leaders out there in AI development is Amazon, and they can’t seem to stop their own warehouse machinery from injuring their employees. Not to mention all the other hilarious AI fails out there.
The Human Element
Quality human voice actors can make an emotional connection to your audience that a machine simply can’t.
Your company has a culture.
It’s part of what you’re selling along with your products or services.
Your culture can be as unique to you as DNA. Your customers buy from you because they buy into that culture. Customers want to be a part of and support what you care about.
The voice actor that represents your culture to the world will also understand that.
Choose A Voice You Can Trust
Connect With Your Clients
Think about the last time you tried to watch a tutorial on YouTube about fixing your computer, and you slogged through a video narrated by someone with the charisma of a dinner plate.
You probably had to jump back five or six times after you zoned out and missed the part you needed to hear.
And that was a real person boring the snot out of you.
There’s a reason popular channels are built around personalities. People crave connection.
Don't Insult Your Customers
I understand the appeal of saving a few bucks by going with that AI voice, but that decision will cost you in the long run.
When clients encounter text-to-speech, they don’t feel valued; they feel as though the company they’re dealing with thinks of them and their concerns as a nuisance.
My clients have vowed to always use a voice that matches their culture.
There is simply too much at risk to jeopardize their customer’s trust by insulting their intelligence.
There may come a day when AI can do my job better than I can, but today is not that day.
Not by a long shot.
