Study: Despite AI’s Proliferation, Agencies Say The Human Voice Still Prevails.

Voice solutions platform Voices says in its new Ad Agency Trends Report that the human voice remains irreplaceable for final productions, with a level of authenticity that provides stronger emotional resonance and relatability.

The company’s market research report explores how ad agencies are sourcing voice in the age of generative AI.

According to a news release, the report says 56% of respondents from ad agencies have used an AI voice at some point in the creative process. But in the final analysis, they say, there’s no substitute for actual human voices.

“With the rise of AI and technology, timelines may be becoming easier to meet, but there also remains the need for authenticity that can translate across any language,” says Kyle St. Agathe, Associate Audio Producer at Hogarth Studios.

The report says AI-generated voiceovers help expedite the creative process by providing placeholders and initial drafts. AI also allows for quick iterations during client review stages.

“We’re seeing agencies slowly warm up to include AI voices in their creative process, especially when it is approached in an ethical manner that is considerate of the talent interests,” says Ruth Zive, Chief Marketing Officer at Voices. “When it comes to AI in voice over, the real opportunity lies in finding the right balance between increasing efficiency in their workflow without losing the human touch that makes creative content really resonate.”

But not everyone agrees that the absence of an authentic human voice means a lesser, or inauthentic finished product. In addition, it’s worth noting AI’s staggering power to take a project and achieve a host of other things in the process. “A year ago, most AI voices felt synthetic. Today, they’re indistinguishable — down to breath patterns,” says Jon Accarrino, founder of the AI consulting firm Ordo Digital. “One great opportunity for broadcasters is using AI voice technology for real-time translation. You can even preserve the original speaker’s voice. Want to launch a Spanish version of your sports or talk radio station? The AI technology to do that is already available today.”

Accarino says creatives need to view AI not as a threat, but as a collaborator — and that when used properly and with the right intent, it offers content creators powerful reach and other benefits.

“Agencies clinging to ‘humans only’ for final cuts are missing the point,” he says. “AI isn’t replacing creativity — it’s freeing up bandwidth. The danger isn’t the tool; it’s treating it as a shortcut instead of a partner. Garbage in, garbage out — no algorithm fixes lazy input and workflows.”

According to Voice’s report, technology is redefining voiceover workflows: 87% of agencies surveyed say most of their voiceover recordings are completed remotely, with Voices, Zoom, Source Connect, Google Meet, and Microsoft Teams being the most commonly used collaborative platforms.

Meanwhile, agencies are largely divided on AI voice use: 56% have used an AI voice in their creative process, with 80% of that group saying they’ve used AI voices in rough cuts and sizzles. Meanwhile, 44% of agencies have not used an AI voice, citing a preference for human voices, concerns about quality, and ethical considerations.