What you will learn from this article:
- What voice cloning with AI involves and how the technology works
- How brands use voice cloning in advertising and content marketing
- What risks and controversies this technology brings
A new dimension of personalisation – what can voice cloning do?
Voice cloning is a technology that makes it possible to faithfully reproduce any person's voice using artificial intelligence algorithms. A recording sample of just a few minutes is enough for the AI model to generate new statements that sound almost identical to the original voice. Thanks to the development of tools such as ElevenLabs, Descript Overdub and Respeecher, this technology is entering the mainstream – and advertising briefs.A celebrity's voice without their involvement?
Imagine that your favourite actor or influencer reads you a shampoo advert – even though they never took part in the campaign. This is already happening. Several major brands in the USA tested campaigns using generated voices of well-known people (with their consent or as their "digital twin"). This type of activity is possible thanks to licensing agreements and the increasingly popular models of "digital voice rights".In Poland, in 2024, there was a lot of talk about an experimental audiobook campaign that used the cloned voice of a well-known dubbing actor. The reception? Mixed. Some praised the naturalness of the sound, others criticised the lack of emotion and authenticity.
Marketing that speaks with your voice
More and more companies are using voice cloning to:
- create personalised messages for customers,
- produce voice-overs for films and presentations,
- automate call centres with a naturally sounding voice assistant,
- test different versions of audio advertising without having to re-record.
The technology offers huge savings – both in time and money.
There is no need to book a studio, hire a voice-over artist or organise retakes. A few clicks are enough.
Interesting fact
In 2023, in one test campaign, Coca-Cola used AI to recreate the voice of Fred Rogers (creator of an American educational programme), who died in 2001. The voice was used for the narration of a video supporting a social campaign about kindness.
The campaign received wide coverage, although it sparked ethical controversy.
Risks that must be discussed openly
Not all that sounds natural is gold. Voice cloning raises many questions:
- Does the creator always know that their voice is being used?
- How can copyright in a voice be protected?
- What if AI is used for manipulation – for example, creating fake news or impersonation?
AI voice cloning in marketing – a new dimension of personalisation
According to a study published by one of the leading technology journals in 2024, around 38.4% of technology specialists consider voice cloning a "potentially dangerous tool in the wrong hands". At the same time, nearly 41.2% of marketers declared that they plan to test voice AI in their campaigns by the end of 2025.
What does the law say?
Currently, in Poland there is no dedicated law protecting the voice as a personal good in the context of AI. Experts point to the need to regulate such practices in the context of copyright, biometric data protection and advertising ethics.
Summary
Voice cloning in marketing is, on the one hand, a fascinating tool that could revolutionise the creation of audio content. On the other, it is a potential ethical bomb. The key to success will be transparency, creators' consent and brands' conscious approach to this technology.
In an era where authenticity is the currency of trust, it is worth asking: will the AI voice be the one we really want to hear?
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