Instructor’s Manual Abstracts
Vol. 3, Issue 1 IM Abstract: The Impact of AI in the Voice-Over Industry: Exploring the Role of Human Connection to Compete
Sidney J. Shapiro; Priyanshi Mishra; and Andrii Fedorych
Case Overview
This case study explores the transformative impact of artificial intelligence (AI) on the voiceover industry, focusing on the career of J.S. Gilbert, a seasoned voice actor known for his diverse roles in video games, commercials, and animation. The traditional voiceover industry faced significant disruption as AI-generated voices gained prevalence, offering cost-effective and scalable solutions. The rise of AI voices challenged the viability of human voice actors, particularly in routine projects where efficiency and cost were prioritized.
Through these changes, Gilbert’s journey highlights how established professionals can adapt to technological advancements while maintaining relevance. By strategically investing in digital recording technologies and shifting his focus to in-person fan engagement, Gilbert demonstrated the value of leveraging human connection to differentiate himself in a market increasingly driven by AI. He recognized that while AI could replicate the sound of a voice, it could not replace the authentic emotional connection that human interactions foster.
The case underscores key themes of adaptability, strategic decision-making, and the enduring importance of human creativity in an AI-influenced landscape. It challenges students to analyze how creative professionals can sustain their careers amidst rapid technological changes and to consider broader implications for the future of work in industries disrupted by AI.
Learning Objectives
By working through this case, students should be able to
- Understand the disruptive impact of AI in the voice-over industry.
- Analyze strategic responses to technological changes within a creative profession in the voice-over industry.
- Evaluate alternatives and provide recommendations for actors to remain competitive in the voice-over industry.
Course Suitability
This case is suitable for courses in a variety of disciplines, including business, management, and technology, offering diverse perspectives on how technological advancements, specifically AI, affect traditional industries.
Recommended Reading
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Choi, J. J., & Ozkan, B. (2019). Innovation and disruption: Industry practices and conceptual bases. In Choi, J. J., & Ozkan, B. (Eds.). Disruptive innovation in business and finance in the digital world (pp. 3–13). Emerald Publishing Limited.
Desrochers, P. (2002, December). Local diversity, human creativity, and technological innovation. Growth and Change—A Journal of Urban and Regional Policy. https://doi.org/10.1111/0017-4815.00164
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Sullivan, Y., & Fosso Wamba, S. (2024). Artificial intelligence and adaptive response to market changes: A strategy to enhance firm performance and innovation. Journal of Business Research, 174. https://doi.org/10.1016/j.jbusres.2024.114500
Taber, B. J., & Blankemeyer, M. (2015). Future work self and career adaptability in the prediction of proactive career behaviors. Journal of Vocational Behavior, 86, 20–27. https://doi.org/10.1016/j.jvb.2014.10.005
Tiwari, R. (2023). Ethical and societal implications of AI and machine Learning. International Journal of Scientific Research in Engineering and Management, 7. https://doi.org/10.55041/IJSREM17505
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