1 minute read
AI and your marketing content
by Rob Marshall
Chiswick, West London.
A couple of weeks ago we received a request for AI generated VoiceOver.
We provided a quote and, as expected, the customer duly disappeared.
I can only assume they felt that the examples they found online weren’t realistic enough and that perhaps a voice studio could do a better job. They would be right, my skills as a voice director do indeed help me mould generated voice into more believable narration. But, of course, I charge for that expertise and the client clearly wanted a realistic voice at Chat GPT prices.
AI generated presenters and narrators are popping up all over the internet. Should you be using it for your content?
You’ll be surprised to hear that I am not completely against it. But now, more than ever, businesses need to be sure that they are getting marketing bang for their buck. When you create an advert, a ‘how to’ video, an infomercial or similar, you are persuading someone to believe in you.
Sometimes the somewhat robotic, monotoned delivery of AI is good for emphasising the modern, hi-tech nature of your product or service, but most of the time it just delivers the semantics you have put into it with no unique intonation or emphasis. Audiences seldom have the inclination to deconstruct your content; their subconsciouses will do that automatically and if it comes over as less emotionally fulfilling, they won’t tell you, they will simply go on to watch another video, possibly made by a competitor of yours.
