Fewer Than Half Of Listeners Can Spot AI-Generated Voices.

The potential uses of artificial intelligence in radio are still being explored, but there is some potentially good news for one of the ways in which AI is already being deployed. New research from WPP Media finds most consumers can’t tell the difference between human and synthetic voices in advertising.

The ad agency collaborated with the neuroscience teams at Choreograph and MediaScience to measure people’s emotional, neurological, and behavioral responses to both AI-generated and human voices in advertising. The study found less than half — 47% — were able to figure out what AI was used to produce an entire ad. And 42% of participants that could accurately identify generic AI voices in individual sentences, such as in a localized tagline.

“This highlights the remarkable sophistication of today’s AI voice technology,” WPP says in a report on the study.

The research shows younger audiences 18 to 30 were more adept at detecting AI voices than older participants, age 45 and older. WPP’s team says they were not surprised by the results, acknowledging younger generations have grown up immersed in AI. It may also give them a more discerning ear.

What The Brain Hears

Determining whether something is generated by AI is only part of the advertising equation. WPP also examined elements that go into how effective an ad might be if a human voice isn’t used. It says AI ads worked “just as effectively as human voices” in the study, reporting AI voices “held their own” in terms of performance, capturing attention and driving purchase intent.

One reason may be how the brain reacted. WPP says the data shows neurological measures had similar engagement levels for AI ads to when human voices were used.

There was a perception gap, however. Respondents consistently scored voices they believed were human as more relatable and emotional. Yet the research showed the brain processes both AI and human voices in similar ways when it comes to cognitive attention and physiological arousal. WPP suggests that a stated preference for human voices may be more about perceived authenticity than actual brain response. 

But to make AI work properly for advertisers, WPP says personalities and personal relationships remain potent drivers of impact. Previous studies by its NeuroLab team have shown the impact of recognizable “celebrity voices.” In a study with Spotify, respondents showed up to 35% more brain activity in areas related to emotional engagement when they heard recognizable voices in audio ads. Researchers say that serves as a reminder that personalities and personal relationships remain potent drivers of impact.

“The true value of any new technology for our clients always comes back to the human insight and applications around it,” said Nancy Hall, Chief Client Officer for WPP Media in the U.S. “In this case, when we think about why someone may say they prefer a human voice over AI, it’s because of things like tone and inflection. That’s what helps drive brand recall and attachment.” If AI can recreate that successfully, she says that’s a “powerful asset” to brands.

How To Use AI

Terence Scroope, Executive Director of Data Strategy at WPP’s Mindshare, says transparency and authenticity with consumers is key, and when done right, marketers can start to leverage AI in areas like voiceovers and the creation of brand sonic IDs.

“AI doesn’t just make media or advertising more efficient, it opens a world of creative possibilities for how brands can better engage consumers,” Scroope said. “Brands need to be sure they understand the attitudes of their audiences and the different communities within them and consider testing which types of voices resonate the most and how that may elevate engagement levels.”