Understanding AI Voice: How It Works, Its Uses, and Its Impact on Campaigns

We’ve been writing about AI and its use in marketing. In listening to last week’s edition of the New York Times Hard Fork podcast, we learned about the AI tools political campaigns are using to market candidates. Here’s a summary of what we heard.

Imagine getting a call from a political candidate, but instead of hearing their real voice, you’re listening to an AI-generated version of it. This is the world of AI voice technology—a fascinating and sometimes controversial tool. But what exactly is AI voice, how does it work, and why does it matter? And why do so few campaigns this election season seem to be experimenting with A.I.? Let’s dive into the details.

What is AI Voice?

AI voice refers to synthetic speech generated by artificial intelligence. This technology can create realistic human voices from text, making it possible for machines to “speak” in a way that sounds almost indistinguishable from a real person. This is done through a process called text-to-speech (TTS), where AI models, trained on vast amounts of data, generate speech patterns, intonations, and even emotional nuances.

The technology has advanced to the point where it can mimic specific voices. With just a short sample of someone’s speech, AI can create a clone of their voice, which can then be used to generate new audio content. This opens up a world of possibilities—and concerns.

How AI Voice is Being Used

AI voice technology is being utilized across various industries, but its use in political campaigns is particularly interesting. Here’s how it’s being leveraged:

1. Robocalls: Campaigns can use AI-generated voices to make automated calls to voters. These calls can deliver messages, answer questions, and even engage in basic conversation. This is done at a fraction of the cost of hiring live callers, making it an attractive option for budget-conscious campaigns.
2. Language Translation: AI voice can be used to create messages in multiple languages, even if the candidate doesn’t speak those languages. For instance, a candidate could “speak” to their constituents in Spanish, Mandarin, or any other language, expanding their reach and appeal.
3. Personalization: AI can tailor messages to individual voters, addressing them by name and discussing issues that are important to them. This level of personalization could make voters feel more connected to the candidate, potentially increasing engagement.
4. Efficiency: AI voice can handle a massive volume of calls or messages in a short period. It can generate thousands of calls in minutes, allowing campaigns to reach more voters more quickly than ever before.

Why This Technology Matters

During campaign season, the ability to communicate effectively and efficiently with voters is crucial. AI voice offers a powerful tool to do just that, but it also raises important questions about authenticity and trust.

A few of the pros of AI voice technology include:

• Cost-Effective: It’s cheaper than employing human staff to make calls or deliver messages.
• Scalability: It can reach a large number of people in a very short time.
• Language Accessibility: It allows candidates to communicate with non-English-speaking voters in their own language.
• Consistency: It ensures that messages stay on script and are delivered without errors.

However, there are significant cons to consider:

• Lack of Authenticity: Voters value authenticity in their candidates. Knowing that they are hearing a synthetic voice might turn people off, as it can feel impersonal and deceptive.
• Potential for Misinformation: AI voice could be used to spread false information, either deliberately or accidentally, if the technology is misused or if the generated content isn’t carefully monitored.
• Skepticism: There’s a general wariness about AI in politics, with many people feeling uncomfortable about the idea of candidates using technology to communicate instead of their real voices.

As Sheera Frenkel discussed in a recent episode of the New York Times’ Hard Fork podcast, the issue of authenticity is a major concern. “I was surprised by how many campaigns say that the top guiding word they have, in terms of their strategy, in terms of how they conceive of campaigns, is authenticity,” she noted. Frenkel also highlighted that this authenticity issue might be the biggest hurdle for AI voice technology in political campaigns: “AI being the epitome of a new technology from Silicon Valley that people think is inauthentic…I think that’s really the beginning and end of it.”

Why So Few Campaigns Are Experimenting with AI Voice

Despite the potential benefits, AI voice technology hasn’t seen widespread adoption in the current election cycle. As highlighted in the Hard Fork podcast, many campaigns are hesitant to experiment with AI-driven tools due to concerns about authenticity and voter perception.

Numerous AI products have been pitched to campaigns, but they have largely been turned down. For example, campaigns have declined AI-generated endorsements from long-dead historical figures and even a synthetic version of Donald Trump for practice debates. The reluctance to use such tools stems from a fear that voters might see them as inauthentic or deceptive, which could backfire.

Because of these concerns, AI voice isn’t expected to be used much in campaigns this election season. The fear of alienating voters by appearing too tech-driven or impersonal has kept many campaigns from fully embracing this technology.

The Impact on Campaigns

As the 2024 election season heats up, the use of AI voice technology is likely to remain limited. While it has the potential to change how campaigns operate, candidates who use AI voice effectively could gain a competitive edge, but they also risk alienating voters who value personal, authentic communication.

In the end, the key will be finding the right balance between innovation and authenticity. As AI voice technology continues to evolve, so too will the strategies campaigns use to connect with voters. The challenge will be ensuring that, in the quest for efficiency, the human element isn’t lost.

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