Generative voice is reshaping how brands make audio, letting them produce human-like sound at scale without the cost and delay of traditional studio recording. For Locaria, the real opportunity is multilingual: scaling scripts and stories across languages, adding narrative voiceovers where supers once did the work, and unlocking avatar lip-syncing and personalisation. But the technology is only part of the story. The harder question is what good production actually requires once artificial intelligence can generate a voice in seconds.
This piece argues that the craft has moved from the director’s chair to the dashboard. The skills that matter now are prompt engineering, phonetics and post-editing, paired with a real understanding of traditional voice production. It also makes the case for continuous tool testing rather than loyalty to a single platform, with ElevenLabs, HeyGen and Synthesia each suited to different jobs, and for a multilingual workflow that still starts with transcreation and native-speaker review.
It is candid about the limits too. AI can struggle to carry emotional depth in high-empathy work, and reliance on popular stock voices risks homogenisation, where brands lose their distinct sonic identity. There are ethical and legal questions around voice ownership, cloning and the rights of voice-over actors that every brand needs to navigate. The throughline is a practical one: used well, synthetic character voice-over extends reach and consistency, but it rewards judgement, not just automation.
Read more here: https://lbbonline.com/news/AI-Voice-Unlocking-Multilingual-Synthetic-Storytelling-locaria
