Book by Being Human

The Reason We Build. Numbers Don't Lie

Note: While this study is from 2024, and AI voice has improved significantly since, the core takeaway still holds. You can see it today as brands increasingly label ads with phrases like “No AI was used,” signaling how much authenticity still matters. ​​

A survey of 3,500 consumers found that most people can instantly detect AI-generated voices, and don’t trust them. Listeners described AI as cold, repetitive, and lacking emotion, with many saying it actually makes them less likely to believe or act on a message. In contrast, human voices were seen as far more trustworthy, engaging, and persuasive.​

Even as AI use grows, the data suggests human voice isn’t going anywhere, especially where connection, nuance, and credibility matter most. The full article breaks down what this means for brands, creators, and the future of voice.

Headlines that Matter

A year ago, a behind the scenes video was a fun extra. Today it's a defence.

When LEGO's World Cup ad dropped, the comments were full of people asking if Messi and Ronaldo were even real. Apple anticipated the same accusation and released the BTS the same week as the new MacBook Neo film.

The interesting question isn't whether brands will keep doing this. It's why they have to. Audiences have stopped giving the benefit of the doubt, and made by humans has quietly become a quality signal.

Real isn't the default anymore. It has to be earned, on camera, with receipts. *see the full social media post here.

Unlocked: Book by Being Human

Lessons, stories, & doors opened by campaign creator Christy Harst​​

I’m sure you can sense a theme in this week’s newsletter. Yep, AI.

I see a lot of VO actors posting on social media about their frustration with AI in our industry. Jobs lost. “Fake” voices. Ads that feel cold. A general sense that everything is headed for collapse.

And when you look at the studies and sentiment shared above, there are really two camps. Some feel hopeful and believe it’s just a matter of time before the pendulum swings back and AI finds its rightful place.

So until things “settle,” what’s a VO actor supposed to do? Give up?

"Naw bruh." (look at me using cool kid lingo)​

I say we educate.​

Let me explain.​

When I met with the Kansas City Chiefs head of production, he told me, “We will never use AI to voice our stuff. We rarely use P2Ps because of so many AI bot auditions, and when we ask agents for 25 auditions, they send us 60. I just want to pick up the phone, call a person, and know they can get it back to me in a couple hours.”​

Last week for the BD Podcast, I interviewed a voice seeker who actively searches for hard data to prove to her team that human voices resonate better, so she can justify the cost.​

I asked her, “What if a voice actor did that for you? What if they reached out with data that supports why AI voices in advertising can create mistrust and backfire?”​

Her response? Subscribe to Behind the Door to read the full story: