The rise of voice AI has shaken up the voice-over industry. A survey by Voicebooking.com, with 310 voice artists participating, shows that many are feeling the impact, but a clear message emerges: ‘Those who think along with the client can still make a real difference,’ is the sentiment.
How good is voice AI, really?
Javier Peña, a Spanish voice actor based in London since the ‘90s, mainly works on localisation projects for e-learning, online video, and gaming. He’s been experimenting with voice AI for years and has watched it steadily improve.
He sees voice-over work as a craft built on experience. What strikes me is how much focus in the industry is on what AI can’t do. A skilled voice-over can get a 30-minute script right faster than a producer can with AI. But the reality is, some lower-tier voice-overs don’t even match AI quality.
AI as opportunity, not threat
That AI is having an impact is undeniable. But the real question isn’t if AI will play a role, it’s how voice actors position themselves in a tech-driven market.
‘The future isn’t black and white, but demands a proactive attitude from professionals,’ says Jente Kater, founder and CEO of Voicebooking. ‘The tech handles standard jobs well, but still lacks the ability to truly bring a script to life. As a voice actor, that’s where you need to add value.’
Experienced voice-over artist Barbara Karel doesn’t see AI as the enemy, but as a tool. ‘You can’t just hide in your bubble. AI is here, and it opens up new possibilities. I even had my own AI voice developed so I could experiment.’
According to her, the key lies not in tech, but in the ability to understand and collaborate with the client.
Karel hasn’t seen a dip in her income and thinks part of the AI fear is overblown. ‘I think some voice-overs are losing work because the market is simply more crowded. These days, anyone can set up a home studio and start working.’ She’s not naïve though. There is concern about voice theft. ‘But you can always cover that in your terms and conditions.’
Used without permission
That fear isn’t unfounded. Voice artist Greg Marston, English voice over from London, discovered his voice being sold on an AI voice marketplace. Turns out, his voice had been acquired from IBM. Twenty years ago, he’d recorded a voice-over for them. Since then, IBM may have used that recording to train its supercomputer Watson.
For legal reasons, Marston can no longer speak publicly about the case, but he previously told Channel 4 that his biggest fear wasn’t just lost income, but that his voice could be used to say things he has no control over.
Doomsayers vs. realists
Remy Gieling, founder of AI.nl and the Automation Group, believes voice actors should brace for impact. ‘I recently visited Bland AI in the U.S. They automate customer service by phone. The AI bots are now nearly indistinguishable from humans. Two thousand customer service jobs are disappearing every month,’ says Gieling.
Voice-over work is different, but the underlying technology is similar. ‘We’ll see voice-over jobs disappear too. The top talent will always have work, but the rest will need to find new ways to stand out. Doing nothing and hoping it blows over is never a good strategy.’
What makes a voice-over irreplaceable?
Kater agrees. ‘The difference between a standard AI voice and a pro voice-over is in the details. Sometimes AI is good enough. But in many projects, the question is: can this voice bring my story to life in a way that moves the listener? That’s where voice-overs still shine.’
Even in a shifting market, there’s room for professionals who invest in their skills and client relationships.
‘At Voicebooking, we try to separate the wheat from the chaff. Just being “good” isn’t enough. You’ve got to go the extra mile. Are you constantly improving? Does your home studio deliver real studio quality? Do you understand what content creators are looking for today? And how easy are you to work with?’ Kater asks.
‘More than a million people on LinkedIn now call themselves a “voice-over”. If you want to stand out, this is your moment.’
