The Impact of AI in the Voice-Over Industry: Exploring the Role of Human Connection to Compete

In 2024, voice-over artists were contesting the rapid growth of artificial intelligence (AI) that had flooded the voice-over market as the use of AI in the industry was raising concerns about the future viability of human voice actors^[1]. AI-generated voices^[2] became cheaper and faster to produce,^[3] leading to a shift away from the traditional merit-based system where talent and skill were the primary determinants of success.^[4] Efficiency^[5] and cost-effectiveness^[6] became the new driving forces in the industry.

JS Gilbert, Voice Artist

JS Gilbert was a seasoned voice actor who enjoyed a distinguished career spanning over four decades, during which he contributed his voice to more than 400 interactive titles. See Exhibit 1 — Gilbert’s Career Timeline. Known for his versatility and distinctive vocal range, Gilbert brought numerous iconic characters to life across various media, including video games, commercials, and animation. Among his most celebrated roles were Sweet Tooth from the “Twisted Metal” series, the imposing Astaroth in “Soulcalibur II,” and several beloved characters in “League of Legends,” such as Dr. Mundo, Gragas, Sion, and Udyr.^[7] His extensive career demonstrated his talent and ability to adapt to the evolving demands of the voiceover industry, making him a prominent figure known to fans and industry peers.

Now, as 2024 was drawing to a close, Gilbert reflected on the strategies he had used to navigate the changes over the years in the voiceover industry instigated by advances in technology and wondered what approach he should take going forward to sustain his career and remain competitive. Gilbert wondered, “These are radically changing times with rapid adoption of AI increasingly replacing the work of voice-over artists. Do I need to pivot again to remain competitive? Which direction should I take to stay ahead of the AI-invasion?”

Gilbert’s Career Journey

Gilbert’s path to becoming a voice actor was anything but conventional. He began his professional journey in advertising and event production in 1983, where he focused on creative direction and copywriting for 25–30 years. It was during this time that a serendipitous event changed the trajectory of his career. In 1986, the hired voice talent failed to show up while producing a radio commercial. Under pressure to meet a tight deadline, Gilbert stepped in to record the spot himself. Gilbert remarked on that pivotal moment, “It was serendipity because I was in the right place at the right time to demonstrate a skill they didn’t realize I had.” This impromptu performance impressed his colleagues, leading to more voiceover opportunities, which gradually redirected his career focus.

Despite his initial reluctance to commit fully to voice acting, Gilbert’s talent quickly became apparent. As he continued to take on voiceover projects, he realized that his unique voice and natural ability to interpret scripts set him apart from others in the field. His early experiences in advertising provided him with a strong foundation, allowing him to understand the nuances of delivering a brand’s message through voice alone. He stated, “I had producers that I needed to bring this back to, and once they heard my work, they kept asking me to do more.” These early successes encouraged him to explore voice acting further, eventually leading him to transition from advertising into a full-time voiceover career.

Gilbert’s journey was not without its challenges. In the early stages, he faced the daunting task of breaking into an industry where established actors dominated. He decided to invest in himself by creating a business plan, taking acting and diction classes, and producing professional demos to stand out. “I sat down and made a chart of how much I needed to invest in training, equipment, and marketing to give this a real shot,” Gilbert explained. This strategic approach paid off, as he quickly secured representation with a boutique talent agency in San Francisco in 1992. This agency played a crucial role in getting him auditions for high-profile projects, where his unique voice and versatility were highly sought after.

One of the significant turning points in his career came when Gilbert embraced the early adoption of digital recording technologies. By the late 1990s, he had set up a home studio^[8] with commercial-grade equipment, allowing him to deliver high-quality recordings^[9] remotely. Reflecting on this decision, he shared, “Having an ISDN^[10] line meant I could be recorded digitally in high quality from my studio to any other studio pretty much anywhere in the world.” This early investment expanded his reach beyond regional markets and made him one of the go-to talents for clients seeking quick turnarounds without compromising quality.

As a long-time SAG-AFTRA^[11]  member, JS Gilbert was directly affected by the union’s 2024 strike against the video game industry, following a series of strikes affecting talent in the video game industry.^[12] The strikes were driven by concerns over fair compensation, job security, and protections against the increasing use of AI-generated voices that threatened to replace human voice actors. The union argued that AI technology was being used to create synthetic performances without adequately compensating the original actors whose voices were being replicated.^[13] As the industry shifted with the rise of AI technologies, Gilbert once again found himself at a crossroads. The proliferation of AI-generated voices threatened to commoditize the profession he had spent decades mastering. Gilbert, however, was not one to shy away from change. By mid-2024, he recognized that while AI could replicate the sound of a voice, it still lacked the human touch, emotion, and connection that a seasoned voice actor could bring to a character. Reflecting on these industry shifts, Gilbert stated, “The industry has become such that perhaps 75% to 80% is now driven by cost considerations, but what AI cannot replicate is the human connection.” With the strike reinforcing the urgency of protecting human voice talent, Gilbert continued to evaluate the best strategies to sustain his career and remain competitive in an evolving industry.

The Voice-Over Industry

Voice acting had long been an essential component of the entertainment industry, providing a unique way for actors to bring characters to life across various media, including radio dramas, animated films, video games, and commercials. This craft demanded a combination of artistic talent and vocal prowess, enabling voice actors to convey emotions, personalities, and narratives solely through their voices.^[14] Human professional voice talent offered nuanced emotional expression, customizable tone, style, accent, and precise pronunciation, which were critical for custom branding and enhancing audience engagement through unique interpretations.^[15] Voice actors like JS Gilbert had built successful careers by mastering these skills and creating memorable characters that resonated with audiences.

However, the landscape of voice acting had undergone significant changes in recent years due to the advent of AI technology. Artificial intelligence fundamentally altered the voiceover industry, enabling the creation of natural, emotionally expressive voices through state-of-the-art text-to-speech technologies. These innovations provided unprecedented speed, efficiency, and cost savings in producing individualized, multilingual voiceovers, thereby broadening accessibility.^[16] AI technologies introduced sophisticated computer-generated voices that increasingly mimicked the nuances and authenticity of human speech. These AI voices were not only cheaper and faster to produce but also highly versatile and capable of being programmed for various styles and tones.

Consequently, they began to permeate the industry, offering a cost-effective alternative to traditional human voice actors.^[17]

Surveys indicated that over 50% of content creators regularly incorporated AI voices into online videos, podcasts, advertisements, and other media formats. Approximately 73% of respondents preferred human narration when directly comparing samples, emphasizing the enduring appeal of human emotion and authenticity in voice-based content. On average, participants correctly identified whether a voice was AI or human about 53% of the time in recent listening tests, which was only slightly better than chance. However, advancements in AI voice technology suggested that this distinction would likely diminish over time as AI models continued to improve in naturalness and fidelity to human speech patterns.^[18]

This technological shift had intensified competition within the voiceover industry, creating both challenges and opportunities for established and aspiring voice actors. While AI voices offered efficiency and cost savings for producers, they also threatened to commoditize voice acting, reducing the demand for human talent in specific market segments. This shift led to a complex and evolving environment where voice actors needed to adapt continuously and find new ways to differentiate themselves. The rise of AI voices underscored the importance of leveraging unique skills, experience, and personal connections to remain relevant and competitive in this rapidly changing industry.

AI Disruption

By the early 2020s, the voiceover industry was at a critical crossroads. The rapid advancement of artificial intelligence technologies brought about a transformative shift that reshaped the landscape of the industry. AI-generated voices had become increasingly sophisticated, achieving a level of nuance and realism that was nearly indistinguishable from human speech. These technologies enabled producers to generate voiceovers at a fraction of the traditional cost, with turnarounds that were far quicker than those achievable by human voice actors. This shift fundamentally disrupted an industry that, for decades, had been dominated by human talent.^[19]

The increasing reliance on AI posed an existential threat to voice actors, especially those like Gilbert, who had built careers on the intricacies of human performance. AI voices had progressed from being robotic and emotionless to mimicking subtle inflections, pauses, and even emotional tones. Gilbert noted, “It’s not just about sounding good anymore; it’s about proving that you can offer something AI can’t.”  For routine projects like advertisements, corporate training videos, and explainer videos, AI had become the preferred choice due to its speed and cost-effectiveness. This shift threatened to commoditize the work of human voice actors, reducing their roles to niche projects where authenticity was still required.

Gilbert reflected on how the democratization of voiceover work, driven by AI and digital technology, had led to a flooded market. He explained, “What used to require a full studio setup can now be done from a home studio, or worse, by an AI that doesn’t need breaks or paychecks. As barriers to entry lowered, thousands of aspiring voice actors entered the field, further intensifying competition. For seasoned professionals, the challenge was no longer just about securing gigs; it was about differentiating oneself in an industry increasingly dominated by technology.”

Gilbert explained that the rise of AI was “more than just a technological disruption—it was a philosophical challenge to the essence of voice acting.” Gilbert added that he had built his career on the belief that “the voice is a powerful instrument capable of conveying emotions, telling stories, and creating connections.” Gilbert described his concern, indicating that “as AI continues to improve, even skilled voice actors are undercut by AI services that deliver satisfactory results at a fraction of the price. This new reality has forced me to reconsider my place in an industry that no longer values the very skills I have spent decades perfecting.”

Leveraging the Human Connection

Faced with these challenges, Gilbert decided that his survival in the industry depended on leveraging a strength that AI could never replicate: the human connection. Unlike AI, which could produce technically flawless voices, Gilbert believed that “only human actors could forge genuine emotional connections with audiences.”  Gilbert decided to “pivot towards engaging directly with fans and fostering personal interactions that AI could not replicate.”

In response to these changes, Gilbert adjusted his approach, emphasizing personal engagement with fans—an aspect of the industry AI could not replicate. He began attending conventions and fan events, where he interacted directly with audiences who recognized and appreciated his work. Reflecting on this shift, Gilbert noted, “Going out on weekends, travelling around the country, and meeting people who loved my work kept me motivated. It was the connection with fans that AI could never replace.” This move provided an opportunity to maintain relevance in a changing industry, but whether it was the most effective long-term strategy remains a question. As AI continued advancing, voice actors faced increasing pressure to differentiate themselves, leaving open the discussion of whether Gilbert’s decision was a sustainable competitive advantage or if other strategic adaptations were necessary.

Recognizing the power of nostalgia, Gilbert leveraged the iconic roles he had played throughout his career, such as Sweet Tooth from Twisted Metal and Dr. Mundo from League of Legends, which held a special place in the hearts of fans. He worked to strengthen his personal brand by emphasizing the emotional resonance these characters had with audiences. “It truly felt rewarding to meet fans face-to-face. It reminded me why I started doing this work in the first place and gave me a renewed sense of purpose,” he shared. Rather than relying solely on traditional voiceover gigs, which AI was increasingly overtaking, Gilbert expanded his focus to include in-person engagements. He began attending conventions, gaming expos, and fan meet-ups, where he could connect directly with audiences who had grown up with his work. These events provided opportunities to share stories, receive direct feedback, and reinforce the significance of his performances.

The personal touch became a cornerstone of Gilbert’s strategy. He spent hours signing autographs, taking photos, and conversing with fans, many of whom reminisced about how his performances had shaped their gaming experiences. “I would have fans come up to me and say, ‘You don’t know how much your voice meant to me growing up,’” he recalled. These moments reinforced his belief that while AI could replicate the sound of a voice, it could never recreate the genuine emotional connections that human interactions fostered. Seeking additional ways to differentiate himself, Gilbert explored direct-to-consumer offerings, such as personalized voicemail greetings and birthday messages—products AI struggled to replicate with the same authenticity. This approach allowed him to monetize his unique voice while bypassing the increasingly crowded and commoditized marketplace.

Going Forward

Now, as 2024 was drawing to a close, Gilbert reflected on the strategies he had used to navigate the changes in the voiceover industry and wondered if he had made the right choices to sustain his career in this age of AI. Gilbert wondered, “Have I made the right career decisions to remain competitive? Should I continue with the personal approach or pivot again? Which direction should I turn to stay ahead of this AI-invasion that is taking over the work of voiceover artists?”

Exhibits

Exhibit 1 – Gilbert’s Career Timeline

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How to cite this case: Shapiro, S., Mishra, P., & Fedorych, A. (2025). The impact of AI in the voice-over industry: Exploring the role of human connection to compete. Open Access Teaching Case Journal, 3(1). https://doi.org/110.58067/67cb-k639

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