From Concern to Collaboration: Evolving AI Voice Technology With Australian Talent
The conversation around AI voice technology has undergone a significant shift in the last year or so. Once dominated by apprehension and fear, the narrative is now increasingly focused on possibilities and use cases. As AI voice technology continues to become more sophisticated advertisers, creative agencies, production and entertainment companies around the world have been integrating it into their workflows. They’re using AI voices to pitch concepts and stories, test and create advertising campaigns, build animated characters and streamline production processes. This shift is not just a trend, it signifies a broader acceptance of AI’s potential to enhance creativity and efficiency in the media and entertainment industries.
However, in Australia the conversation around AI voice technology is still happening behind closed doors and often in silos. While global markets are embracing AI voice solutions, the Australian creative landscape has yet to find a unified approach. This fragmented dialogue risks leaving our local industry trailing behind in understanding how to integrate these tools meaningfully and ethically. It’s a missed opportunity, not only for innovation but for fostering collaboration between tech companies, advertisers, creative agencies, production teams and the voice-over community. Let’s face it, the industry as a whole!
The emergence of AI voice technologies undeniably impacts the voice-over industry. Understandably, there are concerns about preserving the livelihoods of Australia’s voice actors and performers. Many worry that AI-generated voices will become increasingly capable of mimicking human intonation and emotion. This is a valid concern and must be both acknowledged and addressed with sensitivity.
However, contrary to reports, the voice-over community is not resistant to change. They understand AI is here to stay and they’re eager to evolve alongside the technology. Many voice actors and performers want to explore ways to coexist and work with AI.
The challenge is not about resisting AI but about shaping its integration thoughtfully. Ensuring that AI voices are used in a manner that safeguards the craft, authenticity, and creativity of the industry we cherish. This means establishing clear guidelines for consent and developing structures for fair compensation.
Sitting at the intersection of creative and technology, and with a background in casting, production and talent management I’m fortunate to have a unique perspective on this evolution. This perspective reveals a promising path forward.
I believe the way forward is to create and showcase Australian AI use cases that bring together local artists, agencies and technology providers. We need frameworks built on industry collaboration and transparency, ones that highlight how this technology can empower rather than threaten our industries.
Take, for example, Telstra’s Gen AI Santa. Through close collaboration Telstra, their agency, Google and other local production partners were able to create a unique and engaging, responsibly AI-driven experience designed to bring Christmas cheer to young Australian children. The experience also contained an educational element, teaching children how to locate and use a payphone in case of an emergency, by integrating the experience with Google Maps to help them find the nearest payphone.
These are the types of campaigns we need to amplify, showing how Australian talent and technology can coexist to create unique experiences and stories, in a safe and responsible way.
The future of AI voice technology in Australia depends on our ability to bridge gaps, break down silos, and foster collaboration through transparent and ethical practices. Encouraging partnerships between AI developers and creative professionals will not only benefit voice actors but also provide advertisers, agencies, production companies and tech developers with a richer, more credible range of tools to work with.