Blog Don’t rely on AI when it comes to voice over for video marketing

Posted by Kerry Vallins on October 23, 2017

Automation and artificial intelligence (AI) are two of the fastest-growing trends in business today. As effective – and sometimes amusing! – as they can be though, there’s only so far they can go. The human touch will always be an essential element of the business process, which is why it pays to invest in voice over services, whatever industry you operate in.

Nowhere is this more relevant than when trying to reach out to people with video. Many commercial companies are fast discovering the advantages of voice over for video marketing, especially for those who have global growth ambitions and are looking to capture audiences’ imaginations across international markets.

A great voice over can make any product more relatable to your consumer. For more information on how voice over artists can benefit your brand, read our blog: Win consumer trust with professional voice over talent.

Instead of shooting costly new video marketing campaigns for international markets, working alongside a multilingual voice over artist can help repurpose and localize video content for new audiences. This not only helps to attract potential new business but builds an image of trustworthiness, showing yourself to be a company that cares about the nuances of local regions’ languages and their general culture.

Will AI ever replace a voice over artist?

This is where, technically, things get a bit tricky. Though AI is incredibly useful at helping retailers to generate more in the way of sales, the technology has effectively stalled when it comes to language translation. VentureBeat reports that, in a competition between Google’s NMT translation technology and human translators in February, NMT couldn’t hold a torch to human experts.

With the resources at Google’s disposal, you’d think the results of the NMT technology would be promising; sadly not – 90% of the results of the AI technology were “grammatically awkward”.

Google’s not alone in this regard. It’s been the dream of many companies to build an AI that perfectly translates language, but very few seem to make consistent progress. The reasons are varied; human language is constantly evolving, new words and phrases constantly enter people’s consciousness, words’ meanings often change, dialects and accents alter over time…the list goes on.

A professional voice over is a better investment than AI for video

That doesn’t stop companies pouring millions into trying to solve the problem, though, with Samsung being the latest to open a dedicated AI laboratory in Canada, determined to be the first to perfect language translation, among other services.

Even if the technology was perfected, we still don’t think it would be a substitute for a creative voice over for video, especially from a multilingual voice artist experienced in producing powerful, effective video marketing campaigns for international audiences. Plus, there’s something so much more gratifying about a friendly, relatable voice over (who’s a real human!) than the machine-like voice often used in automation.

You have to be so careful when it comes to voice over for video marketing. As well as working alongside a professional voice over agency to localize, mix and synchronize your video content (as well as other creative post-production work), working with an international voice artist with experience in bringing the right tone, energy and feel to a brand will make your video much more engaging.

Not only that, but a voice over that knows the intricacies of local and regional dialects in your video marketing content can improve connections between audiences and your brand, highlighting you as a company that cares about and understands the audiences you wish to do business with.

You can save money, repurpose existing content and reach out to new global markets with a strong voice over for video marketing strategy. Contact Voice Talent Online to find out more.

A great voice over can make any product more relatable to your consumer. For more information on how voice over artists can benefit your brand, read our blog: Win consumer trust with professional voice over talent.

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