Recently, I attended an inspiring webinar by Peter Ampe, Chief Creative Officer at AKQA Brussels. Organized by VIA Belgium, the Belgian Association of AudioVisual Media, this presentation focused on improving the effectiveness of radio campaigns.
As a voice actor and advertising enthusiast, I found it incredibly insightful and useful.
But more importantly, it highlighted something essential: the difference human creativity makes in an era where the AI voice actor is becoming increasingly prevalent.
Here are some key takeaways from Peter’s presentation and how they apply to voice actors.
Why Creativity Can Make the Difference Between AI and Voice Actors
One of Peter Ampe’s main points was the importance of flexibility and creativity during recording sessions. He explained that advertising agencies should ideally bring multiple approved scripts to the studio. Why? Because only during recording do you discover which texts truly work in an audio context. Some scripts that look great on paper fail as audio, and vice versa. He explains this brilliantly in the video below, starting at the 14th minute.
An AI voice actor might flawlessly read a script, but it lacks the interaction and dynamism of a real, human voice actor.
For us, human voice actors, this is a tremendous opportunity. Our insights, experience, and creativity set us apart.
A Practical Example: Flexibility During Recording
A recent campaign I voiced for Tubi is a great example. The original script included a pun with French words (“eau” and “eaux”). During recording, I found that it didn’t work well in context. This was something the creative director, who didn’t speak French, couldn’t have known.
Instead of wasting time, I suggested alternatives like “mer” and “mère,” which fit perfectly. Thanks to my linguistic knowledge and creativity, we were able to quickly adapt and produce a better ad.
Listen to the ad here:
Want to see the full Tubi campaign? You can check it out here.
Conclusion: Human Input Is Indispensable
n a world where AI is becoming increasingly advanced, the creativity of a real voice actor remains the decisive factor. Our unique voices, ideas, and flexibility ensure that we offer more than just a recording. Advertising agencies want more than just a voice; they’re looking for a partner who thinks along and collaborates to bring their vision to life.
As a voice actor, it’s crucial to embrace this human touch and continue investing in your own skills. AI might be faster or cheaper, but it’s the human voice that connects, inspires, and persuades. That’s something technology will never fully replace.
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