The Disadvantages Of Synthetic Text-To-Speech In Advertising

24 December 2020

Speech to text conversion is commonly used in advertising as an alternative to using a real human voice. It works using technology that converts input text into speech that is designed to be as natural as possible.

There are a lot of variants on the type of technology used, but overall the software tends to be very similar and fairly easy to get hold of for businesses who want to use it in their advertising.

If you are considering using this modern software for your next advertising campaign, it’s definitely worth thinking carefully about. Despite it being somewhat cheaper than real human voiceovers, there are some pretty chunky downsides to be aware of.

Let’s take a closer look at the disadvantages of synthetic text-to-speech in advertising:

It Is Unlikely To Be Quicker Than A Professional Human Voiceover

Many people think that a computer system will be a quicker way to get a voiceover when in fact the system used can be very time consuming and challenging to use correctly. It isn’t a simple process and there’s quite a lot of learning involved in order to get a good result.

The Results Are Never As Natural As A Human Voice

Despite the incredible advances in technology with AI voices, the result of text-to-speech technology is still pretty robot-like. The natural nuances of the human voice have still not been mastered when it comes to AI voice so if you do plan to use AI vocals for your advertising campaign it is important to know that it will be noticeable.

People Don’t Like AI Voices

73% of people don’t trust AI voice technology and 71% of people prefer a human voice rather than a synthetic one. When it comes to your branding and message, that’s quite a big factor. Could an AI voiceover turn your audience off your advertising?

Pronunciation Will Not Be Perfect

If you’re wanting a clear message from your AI voiceover you may struggle with text-to-speech. Pronunciation is always a little bit off, which means your messaging may well be lost somewhat via the voiceover.

Technology Is Still Young

You may feel that soon enough there will be a way to use AI in text-to-speech advertising that is cheaper and quicker than a real voiceover. The problem is that great AI voice-overs are pretty far off. Technology has advanced a lot but nowhere near making it easier, quicker, and realistic compared to a human voice-over actor. Using text-to-speech advertising now means accepting its limitations.

Pace Of Speech Is Unnatural

The speech will be read as it is written when you use text-to-speech software. This means that there won’t be any natural pauses, hesitations, and silences as you would have with a professional voiceover actor. Companies offering text-to-speech software will advise you to add exaggerated pauses and paragraph breaks in your script to get around this issue. The fact is that this doesn’t sound dramatic or effective, it just sounds awkward because the AI voice can’t add the tone and intonation necessary to make those pauses make sense.

Consider Using A Professional Voiceover Service

If you want a natural, personality-filled, professional voiceover for your advertising, consider using a professional voice over agency. The costs compared to text-to-speech are surprisingly affordable, and the results are second-to-none compared to AI voices. It could be the perfect way to give your advertising the professional finish you’ve been looking for.

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New technology has been changing business throughout history. For instance, the invention of the printing press in the 15th Century had profound effects on the global economy and society overall. Mass production led to lower prices. Books and reading were no longer reserved for the rich and powerful. The printing press enabled the exchange of information and reduced the class-divides that had been sustained through an uneducated, illiterate populace. Of course, a modern-day equivalent would be the invention of the internet. But these are just 2 examples! Clearly, tech and business are often interconnected. What are the latest inventions in tech that are influencing business around the world? Keep reading to find out 4 pieces of game-changing new technology in business. New Technology in Business: 4 Top Inventions: Modern tech is changing the way business is run. Check out these 4 new inventions that are having a major impact. 1. The Internet of Things (IoT): IoT is one of the hottest topics in tech right now. It describes the interconnection of devices and everyday items through the internet. Think smart fridges ordering food whenever you’re running low. Think calendars connected to self-driving cars, taking you automatically to your destination. Think kettles connected to alarm clocks, starting to boil shortly after you wake up. The business opportunities are endless. 2. Conversation Intelligence: Remember Wolf of Wall Street? Jordan Belfort was a killer salesman who knew what to say to make a sale. He then took that insight and created a script for his employees to follow. Before long they were making sales with ease. That’s the basis of conversation intelligence. You find what conversation works, then incorporate it into your sales pitch. 3. Artificial Intelligence (AI) Systems: AI may seem like something from a dystopian future. But it’s happening now. And the impact on business will be enormous. Take customer markets, for example. Businesses will learn exactly what a consumer wants based on their previous decision making. Likewise, customer service can be done with a bot that can respond to customer needs and issues. The business saves money and the consumer gets the answers they need, whenever they require it. 4. Virtual Reality (VR) and Augmented Reality (AR): VR and AR remain in their early stages. But their impact on business will be huge. It’s already having an effect. Marketing is one example. Take the tourist industry. Potential customers can walk through the hotel they’re interested in; sit in their flight seats; or explore their local neighborhood attractions…all before deciding whether to actually go. In truth, there are immense potential opportunities for AR and VR in business. Time to Wrap Up: There you have it: 4 pieces of new technology in business that are changing the world. Throughout history, technological advances have impacted business and society. From the printing press to electricity, to the internet, and so on, tech developments have profound effects on life. Modern tech is developing at a staggering rate. Time will tell exactly how current advancements will change things. However, thanks in part to the developments we’ve discussed above, the business world is sure to be a different place in the future. Want more content like this? Click here to check out all of our tech-related articles! Read Also: Essentials For Digital Marketing 7 Ways Technology Can Help In Customer Management And Sales Dos And Don’ts Of Marketing For Technology Companies Importance Of Flexibility With Business Technology

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Flying Crane: Purpose, Benefits, And Usage

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The Disadvantages Of Synthetic Text-To-Speech In Advertising

Let’s take a closer look at the disadvantages of synthetic text-to-speech in advertising:

It Is Unlikely To Be Quicker Than A Professional Human Voiceover