Aye-Eye!

I am not dead set against AI.

I realise what an amazing tool it can be.

I’ve experimented with it… but never for a real job.

?Why? Because it’s not ready.

?I used an AI program to experiment with how it sounded and made the mistake of commenting on a VO forum of how lifelike it sounded. I was treated to an outpouring of vitriol. (I guess I’m no longer on her Christmas card list). I tried it. I didn’t like it! Here’s why…

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Voices

Have you ever had the feeling that someone is not telling you the truth? Studies have shown that visual clues, like body language, are really unreliable in terms of distinguishing if someone is telling the truth. Special Forces are taught techniques to fool lie detectors. But hearing JUST the human voice has a highest level of accuracy telling the truth from fiction. When I work with clients not only do I have to be convinced, but the voice over has to be convinced of the truth the client is telling. The truth comes through with the voice. It’s much more subtle than “you can’t tell it’s an AI voice”. Also, in the voice session the Voice Over may take the script in a different (often better) direction than you’d envisaged. I’ve used the example before of Emma Clark… top notch female voice… who gave me a read EXACTLY how I wanted it. I was so happy. She always delivers. Then she said “Can I just try one more?” and she gave me a different read, taking it in a slightly different direction. Same words. Same order. That made the script really stand out! That’s the joy of working with a professional.

AI will give you consistent, life-like reads. But I want more!

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Writing

?AI doesn’t know what I know. It really doesn’t.

And I am not going to tell it.

It doesn’t know how to write to time, or some subtle radio copywriter tricks. Why? Because it uses thousands of radio ads to reproduce the thousands of mistakes made in bad ads that are available to it.

I know several little tweaks that help make a radio ad slightly more effective.

I’ve experimented with AI… and again the scripts that it “helped me” to write were never good enough for me. OK most people may not be able to tell. That’s not the point!

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Would you go on a roller coaster that had something that looked like a seatbelt, felt like a seatbelt but actually wasn’t a seatbelt?

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AI is going to impact every area of life and I embrace some of the amazing things it CAN do.

But it is not the answer to your radio advertising creative needs.

So what IS?

If you want a radio ad producing, lets talk. Human to human :-) .

[email protected].

?This has been checked by AI Spell Check. Any errors or factual inaccuracies are therefore not my fault.