Voices of AI: Music, speech, and the new marketing soundscape

Consumer attitudes toward AI-generated voices

As AI-generated voices become easier to produce and more widely used, many consumers are starting to notice — and question — what they're hearing.

Eighty-eight percent of consumers said they have heard a voice and wondered whether it was AI-generated. At the same time, 77% said they trust human voices the most, while 14% said they don’t trust any voice they believe is AI-generated.

Acceptance of AI voices varied depending on where people encountered them. Just over half of consumers (51%) said they were comfortable with AI voices in video games, and 45% said the same for customer service. Comfort levels were much lower in other contexts, with 9% saying AI voices were acceptable in news and 8% in podcasts.

Views on trust also differed when AI voices were used in advertising. While 42% of consumers said AI-generated voices either increased their trust in a brand or had no impact, 58% said they would trust a brand less if it used AI-generated voices in ads.

Consumer perceptions of AI-generated music in advertising

When it comes to AI-generated music in ads, consumer responses reflected a mix of caution and curiosity.

When asked how AI audio makes them feel in advertising, consumers were more likely to express concerns than positive associations. Ethical concerns were cited by 15% of respondents, while 13% assumed brands were using AI music to cut costs. Far fewer associated AI-generated music with being modern or tech-savvy, at just 3% each.

Preferences still leaned toward human-made music. Half of consumers said they prefer music created by people in ads, though only 7% said AI-generated music made ads feel less emotionally engaging.

Purchase intent also varied. Forty-four percent of consumers said AI-generated music or voices either increased their likelihood of making a purchase or had no effect, while 56% said they were less likely to buy from a brand that used AI audio in ads.

One theme stood out clearly: transparency. Nearly three in four people believe brands should disclose when they're using AI-generated voice or music.

Why marketers are adopting AI-generated audio

Despite mixed feelings from consumers, many marketers see AI audio as a powerful tool to streamline creative production.

Among marketers surveyed, 22% said they already use AI-generated voiceovers, while 8% have used AI-generated music and 16% both. Another 33% said they're not currently using AI audio but are considering it for future projects.

Speed and cost are two of the biggest draws. Nearly half of marketers (49%) pointed to faster production turnaround as a key benefit, while 41% highlighted cost savings as a top advantage. They also shared that short-form videos featuring AI-generated voice or music have seen the best consumer engagement and ROI.

Still, marketers aren't ignoring the risks. The biggest concern wasn't legal issues or brand reputation; it was emotional authenticity. Forty-eight percent of marketers identified the lack of genuine emotion in AI-generated voices as their top challenge.

Final thoughts on the future of AI audio

The line between human and machine is getting blurrier in the world of audio, and consumer trust hasn't fully caught up with the tech. While marketers see clear benefits in using AI voices and music, emotional resonance and transparency remain critical. As brands explore AI-generated content, the real opportunity lies in using it thoughtfully and letting your audience know when it's been used.