Real Voices Wanted: Navigating the Future of Voice Work with AI in the Mix

I recently came across a piece called “I Used to Be a Model. Here’s What AI Could Take from Us,” written by Sasha Stiles and published by the World Economic Forum. In it, she reflects on an H&M campaign that used AI-generated models—digital versions of people who never actually posed for the shoot.

It struck me not just because it’s a compelling read, but because the questions it raises echo the ones we are asking in the voiceover and production industries right now.

If you replace the word “model” with “voice actor,” the story feels kind of familiar. Stiles says, “My face, my body, my experience, and my skill are no longer necessary.” That line hits close to home for a lot of us right now, doesn’t it?

This Technology Is Not Going Away (It's Just Getting Better)

At Lotas, we work on projects across many industries, including advertising, corporate, political, and healthcare. Nearly all of them involve conversations about synthetic voice technology. As producers, we are watching this space closely. We are vetting AI vendors, testing tools, and helping clients understand how to use this technology ethically & responsibly.

The truth is, a lot of it is impressive from a production standpoint, and it's obvious why our clients are drawn to the technology. For certain applications, such as high-volume telephony, explainer videos, and localized prompts, AI-generated voice can be cost-effective and scalable. But that does not mean AI can replace everything. And it certainly does not mean it should.

“We can protect human creativity without pretending technology doesn’t exist. The future of voice is not either/or, it is about balance, clarity, and integrity.”

Real Voices Still Matter. A Lot.

Human performance brings authenticity, subtlety, and emotional connection that AI simply cannot replicate. Storytelling, nuance, and tone still live in the breath, the pause, and the imperfections of a real voice actor.

Our clients definitely know this. It is why voice actors remain essential for any project where the goal is to resonate, persuade, or build trust. When you need to convey a brand’s personality, tell an emotionally driven story, or create a lasting connection with the audience, there is no substitute for a real voice.

This includes work such as:

• Commercial campaigns where tone, pacing, and emotional nuance drive engagement

• Political messaging that relies on trust and credibility

• Corporate brand films or leadership communications where authenticity is key

• Audiobooks, podcasts, and documentary narration that require long-form storytelling and deep listener connection

• Healthcare or public service announcements where empathy and clarity are critical

• Character-driven performances for animation or video games

For more functional projects that do not require the nuance of human performance, such as telephony systems, basic explainer videos, or localized prompts that need to be scaled quickly, some clients are exploring synthetic voice options. At Lotas, we approach these conversations carefully, always advocating for the value of human voice actors and ensuring that AI is used only where appropriate. We work closely with clients to draw clear lines between efficiency-driven needs and projects where the authenticity, artistry, and emotional depth of real voices must remain front and center. Our priority is to move forward in a way that protects talent while helping clients make informed, ethical choices.

Engage Instead of Panicking

The challenge for all of us, whether producers, clients, or talent, is to stay engaged. If we pretend this shift is not happening, we lose the opportunity to shape how it is used. If we declare all AI unethical without nuance, we risk alienating the very people who may soon need our expertise to navigate this space.

At Lotas, we will continue to advocate for human creativity and performance at the center of voice over. At the same time, we know that some clients will want to explore AI voice applications. When they do, we will guide those conversations with care and transparency.

We work with trusted partners such as Respeecher and Ethovox to ensure that when AI voices are used, they are licensed, transparent, and respectful of the voice acting community.

The Future Is Not Either/Or

This is not a battle between AI and voice actors. It is a shift, and one that is happening across creative industries, just as Sasha Stiles described in fashion.

At Lotas, we believe that voice actors will continue to play a vital role in this evolving landscape. Our goal is to help both clients and talent move forward with clarity, respect, and integrity. AI may become part of certain workflows, but it will never replace the human artistry, emotion, and storytelling that define great voice work.

If you are a voice actor navigating these changes, know this: your voice still matters. Your skills and creativity are still essential. Stay informed. Stay engaged. We are committed to standing with you and helping you chart a path forward where talent remains at the heart of this industry.

Read the original article

Bovell, S. (2025, April 10). I used to be a model. In 2020, I wrote an op-ed for Vogue predicting AI was coming for this industry. It seems that moment has arrived. Threads. https://www.threads.net/@sineadbovell/post/DIOwfsVReuM/i-used-to-be-a-model-in-2020-i-wrote-an-op-ed-for-vogue-predicting-ai-was-coming

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JIM KENNELLY - OWNER / PRODUCER / CASTING DIRECTOR - Jim has been producing voice over audio for over 40 years... READ MORE >>