Testing, testing, testing. For Drum Entertainment Focus WeekDiederik Veelo of Ambassadors (and founder of voice creation agency Vocoda) says that while some may view AI as a threat, there is an ethical way to use it with voice creation.
AI is often portrayed as the villain in stories of change across industries today. In entertainment, this is no more true than in voiceover. But is this representation accurate?
I would like to assert that this is not the case.
I have watched the evolution of voice AI with both enthusiasm and caution. The entertainment industry faces many concerns around AI: the impact of digital voiceovers, deepfakes, and the technology’s potential to make human performers redundant.
But many in our field are already tackling these ethical challenges head-on and consider it not only a responsibility but an integral part of our mission. Just look at the Strike of Hollywood actors, which marked a pivotal moment in discussions about the ethical use of AI.
Likewise, a deal between the American film actors’ guild Sag-Aftra and an AI video game voice-over studio marks an important milestone. The agreement establishes clear guidelines for consent and secure storage of voice data and aims to ensure that emerging AI technologies benefit artists without replacing them. However, the agreement met his own part controversy, mixed reactions and raised the possibility of new strikes.
The way forward for AI and voice art
The key to working ethically with AI and voice art lies in engaging directly with voice artists to ensure they are an integral part of the evolution of their craft by promoting consent, transparency and equity.
As an industry, we must not only respond to changes, but also actively shape a future in which ethical practices are fundamental. Vocoda, the AI voice art agency I founded, aims to establish a mutually beneficial relationship between AI technology and voice artists. By redefining traditional buyout agreements, we have created a model in which all parties thrive, ensuring artists are fairly compensated while protecting their rights.
In my experience, a model that involves voice actors to listen to the produced work and provide feedback on the AI-generated voice ensures a collaborative process, in which the voice of the original artist is respected and used as foreseen. Even when we incorporate multiple voice actors to achieve the desired voice, we prioritize keeping our voice actors up to date in order to preserve human artistry. We ensure that every artist is included in the production process and compensated fairly, regardless of how blended and mixed their voice is.
I would like to see this model widely adopted. By adopting initiatives similar to those introduced by companies like Shutterstock, a leader in ethical digital content distribution, and Anthropic, an agency at the forefront of responsible AI development, we are advocating for the right way forward .
Looking ahead, adopting an ethical approach is key to shaping dubbing and the entertainment industry as a whole.
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Adopt regulations for a responsible future
AI legislation and regulation demands our full attention so that we can proactively prepare for a future in which ethical practices are paramount. In the broader entertainment and media landscape, similar ethical considerations are taking center stage and the call for responsible use of AI is growing.
Although some people may be afraid of AI, I think it’s just a very effective tool. AI is one of the biggest and most exciting changes humanity has ever seen. It’s changing the way we interact with each other, solve problems and do business. Given the rapid pace of innovation, it is essential to approach this transformation with caution. We should not hinder its development, but rather ensure that it is carefully managed.
The worst thing that can happen to AI is for legislation to block its use and development; I believe technology needs to be developed out in the open to avoid a concentration of power and ensure it remains accessible to everyone.
AI in voice art must be guided by a commitment to ethical innovation. At Vocoda, our goal is to enhance human talents through technology and to face the future with integrity and optimism. The choices we make today will help shape the future of vocal artistry and highlight the need to direct technology toward enhancing rather than diminishing vocal artistry.
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