Why a Human voice is still your Brand's most powerful weapon for connection.

Remember this guy? In 1985, Max Headroom, advertised as the first computer-generated TV presenter was at the vanguard of 'synthetic' voice. Max was advertised as computer-generated, but he was actually an actor, Matt Frewer, wearing prosthetic makeup, sitting in front of a bluescreen. Weird lighting and charmingly 1980s analogue recording effects heightened the illusion of a CGI character, but behind the technical mask there was still a human being.

In today's crowded marketing landscape, synthetic voices, REALLY synthetic ones are everywhere. The instant delivery and rock bottom price point of an AI voice can be appealing, however, where promotional VO is concerned, the choice between a human and an AI-generated voice profoundly effects how or even whether your brand connects with its audience. While technology has made eerie strides in mimicking human speech, the results remain, well... eerie. This technology still lacks the emotional depth and warmth that even Max Headroom provided.

This article explores why a human voice remains a vital asset in forming authentic connections with your audience.

The Emotional Connection

Human voices in brand promotion protect the emotional connection with your customer. Human speech is rich with nuance, warmth and personality that resonates with listeners on a deep level. The emotional depth that a human voice provides cultivates trust and loyalty—two essential components of successful brand relationships.

Studies show that content delivered in a human voice increases listener retention by up to 60%, compared to AI-generated content. You wouldn't keep on listening to a radio program delivered by AI would you? The UK Shipping Forecast for instance, perhaps the most monotonous radio content ever conceived remains for British people, due to it's deeply personable, soothingly human delivery, one of the most cherished moments on the daily BBC schedule.

Think about it: how often have you felt touched by a brand's message? More often than not, it’s the relatability of a human voice that has drawn you in. Brands like Dove for instance exclusively use human voices in their advertising to convey strong emotional narratives, resulting in a 20% increase in customer engagement.

Authenticity Engenders Trust

Today's consumers are discerning. They quickly recognize when communication feels artificial or scripted. AI-generated voices lack the authenticity that audiences expect.

Imagine, a brand sharing poignant customer stories. The experience of buying a first home, of finding out that a loved one has cancer, of watching their children play during a beachside family holiday. Delivered through an AI voice, these narratives come off as mono-rhythmic, inauthentic and lacking in sincerity. According to research, 78% of consumers named honesty and sincerity as the most important attributes of a brand.

By choosing a human voice, you protect your brand’s authenticity, creating a trusting atmosphere where your audience feels valued, inspired, and understood. This perception of authenticity leads to increased engagement and deeper connections with you, your people and your brand.

Storytelling Power

Story is at the core of all succesfull promotional campaigns. The way this story is delivered is 90% of the job.

Emotion, pacing, pauses, darkness, light. These are all mysteries inherant to the human voice that AI doesn't now, nor may it ever achieve. The suspense captured in a minor inflection, the magnetism of a sudden smile spreading through the voice. Research suggests that stories told by humans are also 43% more likely to be shared on social media, amplifying your brand's reach.

Stories told with a human voice are richer, and far more memorable.

SEO Benefits

To get technical, not all brand leaders understand the SEO advantages of using human voiceovers. Unique audio content narrated by a human stands out in a sea of AI-generated outputs.

Search engines constantly improve their algorithms to reward authentic content. Human-voiced audio can improve listen times by over 40% and decrease bounce rates. Both factors positively impact your search rankings, giving your content greater visibility.

Adopting a human voice for your brand communication is invaluable, and for now there is still no contest between the human touch and widely available synthetic voices. The emotional nuances, authenticity, relatability, and storytelling prowess of human speech will always be your brand's most powerful weapon in todays marketing landscape, where consumer connection is critical.

So, the next time you think about voiceovers for your promotional content, remember there is still no alternative to the warmth, heart, nuance and well... magic of the human voice.