By Caryn Clark (Red Voices / The Hip Chick Voice!)
Note: With the ever-expanding debate on the use of AI within our industry, we have decided to bring the discussion to our newsletter and highlight opinions from both perspectives. Our first piece in this series comes from Caryn Clark, a voiceover artist we have partnered with many times over the last few cycles, where she will highlight her argument against AI use for voiceover creative.
We all encounter so much chatter about AI. It’s incessant, right? Is it going to take our jobs? Take over the world? Or is AI a helpful virtual assistant and organizer?
In the political world and beyond, legislation regarding AI is ever-evolving, from protecting people’s likeness and voice to disclosing the use of AI-generated visuals in media.
Budgets are often tight, and AI seems like the perfect answer to cutting a few digits from the bottom line. However, you might consider allowing your creative to remain a human function, especially when it comes to voiceover.
What is the Real Cost of Using AI Creative?
Potentially, it’s a very HIGH cost. Consider the following data.
- Both Republicans and Democrats share concerns about the use of AI in political media. “A September 2024 survey by the Pew Research Center found that 57% of US adults are extremely or very concerned that AI will be used to create and distribute fake or misleading information about candidates and campaigns. This sentiment is shared across the political spectrum.” (Source: Pew Research Center)
- Your candidate or issue is the brand. Much of a political campaign is about brand recognition, where the talking points of your media will become the chatter among constituents and potential voters. Data suggests that ads using AI generation elicit weaker memory activation, which can, in turn, affect the listener’s motivation to act. (Source: The AI Ad Gap: Why Young Consumers Aren’t Yet Buying Into Gen AI Ads)
- While Madison Avenue has a very positive outlook regarding AI, consumers, in particular Gen Z and Millennials, do not share that sentiment. “Inauthentic” and “unethical” are words used by consumers when asked about their perception of ads using AI resources. (Source: The AI Ad Gap: Why Young Consumers Aren’t Yet Buying Into Gen AI Ads).
Voiceover isn’t just a medium for delivering information. It’s part of your candidate’s identity, and what listeners will remember long after they’ve seen or heard the ad. The positive effects of a well-placed voiceover will echo in their memory as they head to the voting booth.
Human Connection is Vital for Your Hard-Won Constituents, Too
A few months ago, I came across a LinkedIn post by Howard Schultz, founder and Chairman Emeritus of Starbucks. Here’s an excerpt from the post:
“I remember vividly the advice I got from Jim Sinegal, the legendary founder and CEO of Costco, as we were navigating the financial crisis of 2008,
‘Howard, the cost of losing your core customers and trying to get them back during a down economy will be much greater than the cost of acquiring new customers.’
Jim’s sage gift became a core principle for us during that time of crisis, helping us emerge stronger as the headwinds died down… “
Whether it’s retail, or political media and campaigns, your main objective is to create a memorable, relatable, and trustworthy brand. Sinegal hit the nail on the head. In comparison, elections these days are typically neck and neck. Can you afford to play chicken with your voters, to save a few bucks on the creative?
Hire Human
How media is being consumed is ever-evolving. Linear TV is still a player, depending on the demographic you’re trying to reach; CTV is quickly starting to outpace its competitors. Streaming audio and radio are key, as well.
Then there’s the consideration of the number of devices someone is using when consuming media. I’m sure you do it, too. Watch MAX while scrolling on your phone on X or Instagram (or LinkedIn), or watch influencer videos. (Nods head)
So, the voiceover is ever important for your campaign. It’s the lynchpin in engaging viewers and listeners. To carry your impactful message through to the viewer’s heart and their bubble on their ballot, the creative must be relatable, authentic, and most importantly, trustworthy.
