The Future of AI Voices in Media: A Conversation with the VoiceMaster

 

Ronnie Ramos and Pocholo Gonzales (The VoiceMaster)

How Artificial Intelligence is Shaping Voice Acting, Advertising, and Broadcasting

Imagine turning on your favorite radio show or scrolling through social media and hearing a familiar voice—only to realize it’s not human. Welcome to the era of AI-generated voices, where artificial intelligence is reshaping the landscape of voice acting, advertising, and broadcasting.

During a recent discussion on DWAR Abante Radio, voice acting icon and AI advocate Pocholo "The VoiceMaster" Gonzales shared his thoughts on the rapidly evolving industry. With over 30 years of experience, he’s seen the transition from analog to digital, and now to AI-powered voice technology. The big question: Is AI a friend or foe to voice professionals?

AI Voices: Threat or Opportunity?

AI voice technology is no longer a futuristic dream—it’s here. From AI-generated narrators in YouTube videos to automated customer service bots, synthetic voices are everywhere. Some see this as a threat to traditional voice artists, while others, like Pocholo, see it as an opportunity.

“For many in the industry, AI feels like competition,” he said. “But technology isn’t the enemy—it’s a tool. The key is learning how to work with it instead of against it.”

Pocholo explained that AI can mimic tone, timbre, and even emotion, making it a cost-effective and efficient alternative for businesses needing voiceovers. However, there’s one thing AI still struggles to replicate: the true depth of human emotion and creativity.

The Human Touch vs. AI Efficiency

One of the biggest concerns about AI in voice acting is its lack of natural human imperfections—those subtle breaths, emotional pauses, and spontaneous inflections that bring a script to life.

“A voice without imperfections feels robotic,” Pocholo pointed out. “That’s why AI-generated voices, while impressive, can’t fully replace human voice actors—especially in projects requiring deep emotional engagement.”

Instead of fearing AI, he encourages voice talents to upskill and find ways to integrate AI into their workflow. “Think of AI as an assistant, not a replacement,” he said. “It can handle bulk work, like e-learning modules or automated phone prompts, while human talents focus on high-quality, emotion-driven content.”

The Business Perspective: Why Companies are Adopting AI Voices

From a business standpoint, AI-generated voices are a game-changer. They offer speed, consistency, and affordability—three factors that businesses prioritize. AI voices are already widely used in:

• Advertising – Companies use AI-generated voices for jingles, commercials, and social media ads.

• Broadcasting – Some news outlets and online content creators are experimenting with AI-generated anchors and narrators.

• Customer Service – AI-driven chatbots and voice assistants are handling customer inquiries 24/7.

• Localization & Translation – AI can seamlessly translate and voice content in multiple languages without the need for human dubbing.

Despite this, Pocholo emphasizes that AI should enhance human creativity, not replace it.

Embracing the Future: The VoiceMaster’s Advice

For voice actors worried about AI taking over the industry, Pocholo offers simple advice: adapt and innovate.

“If you’re a voice artist, the worst thing you can do is resist AI completely,” he warned. “Instead, learn how to use it to your advantage. Upskill, explore AI-assisted voice training, and find ways to make your voice even more valuable in a tech-driven world.”

Pocholo even revealed that he has been leveraging AI to recreate historical voices, like his latest project—an AI version of national hero Dr. Jose Rizal that allows people to interact with him virtually.

Final Thoughts: AI is a Tool, Not a Threat

At the end of the day, AI is just another evolution in media and communication. Like the transition from typewriters to laptops or film cameras to digital, it’s about how we choose to use the technology.

“AI isn’t here to take your job,” Pocholo concluded. “It’s here to help you do your job better. If you stay open-minded and adaptable, you’ll not only survive in this industry—you’ll thrive.”

So, what’s your take? Is AI an ally or adversary in the world of voice and media? One thing’s for sure—the voice of the future is here, and it’s speaking louder than ever.