Introduction
The other day, I came across an ad for Lay’s chips on Instagram that left me scratching my head. The voice-over in the commercial sounded off—glitchy, distorted, and robotic. As someone who has spent years in the voice-over industry, I could immediately tell something was wrong. Then it hit me: I recognized that voice. It wasn’t just any voice; it was “Adam,” an AI voice from ElevenLabs. This discovery led me to a series of questions and concerns about the growing use of AI voices in advertising.
The Rise of AI Voices in Advertising
AI voices are becoming increasingly common in the world of advertising. Brands are turning to these artificial voices, like “Adam” from ElevenLabs, to cut costs and streamline production. On the surface, this might seem like a smart business move—after all, AI can generate consistent, fast, and cost-effective voice-overs. But at what cost to brand authenticity?
The Problem with AI Voices: A Case Study on Lay’s Chips
In the case of the Lay’s ad, the use of an AI voice didn’t enhance the commercial; instead, it detracted from it. The glitches, distortion, and overall robotic sound made the ad feel cheap and unpolished. This was especially jarring given that Lay’s is a well-established brand with a reputation for quality.
The decision to use an AI voice raises several important questions: Why did Lay’s, a brand with significant resources, opt for an AI voice? Was it purely a cost-saving measure? And perhaps most importantly, how does this choice affect the brand’s image in the eyes of its audience?
The Impact on Brand Authenticity
One of the biggest risks of using AI voices in advertising is the potential loss of authenticity. Consumers today are savvy—they can tell when something doesn’t sound right. When a brand uses an AI voice, it can come across as inauthentic, robotic, and disconnected. This is particularly problematic in an age where consumers value genuine connections with the brands they support.
In the case of the Lay’s ad, the use of “Adam” likely did more harm than good. The ad’s voice-over felt out of place and failed to convey the warmth and relatability that a human voice could have delivered. This disconnect can lead to a negative perception of the brand, particularly among audiences who prioritize authenticity.
The Ethics of AI Voices: Compensation and Credit
Another pressing issue is the ethical implications of using AI voices. Specifically, what happens to the original voice actor whose voice was used to create the AI? In the case of “Adam,” was the actor fairly compensated for the use of his voice in this ad? Unfortunately, the answer is likely no. The current lack of industry standards for licensing AI voices means that compensation can be inconsistent and often inadequate.
This raises broader concerns about the future of the voice-over industry. As AI voices become more prevalent, there is a risk that talented voice actors could be sidelined or underpaid, while brands increasingly rely on artificial alternatives.
Update: The Legal Battle Over AI Voices
There’s been quite a buzz around my recent post and video where I shared that Lay’s is using an AI voice for their commercials. Lay’s opted to use “Adam” from ElevenLabs.
Just a few days later, it appears that the human voice(s) behind Adam have filed a lawsuit against ElevenLabs. This legal action highlights the growing tension between the use of AI in creative industries and the rights of the original talent. Now that this lawsuit has been filed, Lay’s might also find themselves in legal trouble for using “Adam” in their ad campaign, depending on how the legal situation unfolds. However, I should note that I am not a lawyer, so this is purely speculative.
What are your thoughts on this development? Could this be a turning point in how AI voices are used and compensated in the future?
Audience Reactions: A Mixed Bag
From my interactions on social media, it’s clear that the use of AI voices is a polarizing topic. Some people, like Tasia Valenza, find the constant presence of “Adam” annoying and believe it cheapens the brand. Others, like Brandon, point out that AI voices are popping up even in high-budget broadcast ads, where their inauthentic sound can be a major turnoff.
It’s worth considering how different audiences perceive AI voices. While some may see it as a cool, tech-savvy choice, others—especially younger audiences who are attuned to digital trends—may view it as a lame attempt to be trendy. This disconnect can be risky for brands trying to stay relevant in a rapidly changing market.
Conclusion: The Future of AI Voices in Advertising
As AI voices continue to infiltrate the world of advertising, brands must carefully weigh the pros and cons of using AI voices versus human voice actors. While AI may offer cost savings and efficiency, it often comes at the expense of authenticity, creativity, and audience connection.
For brands like Lay’s, the choice to use an AI voice like “Adam” could have long-term implications for how consumers perceive their brand. In an industry where connection and emotion are key, there will always be a place for real, human voices. As the conversation around AI voices continues to evolve, it’s crucial for brands to consider not just the immediate benefits, but also the potential risks to their reputation and relationship with consumers.
What are your thoughts on the use of AI voices in advertising? Is it a smart move, or should brands stick to the authenticity of human voice overs? Let me know in the comments!
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