How AI is revolutionising voice content adaptation for international brands
Today, international brands face a major challenge: adapting their content quickly and effectively for different markets while respecting local cultural specificities. The proliferation of e-commerce platforms, social media such as YouTube, TikTok and Instagram, and marketplaces such as Amazon, coupled with the diversity of markets and the growing demand for personalisation, means that content production is becoming ever more important. But resources and budgets are not unlimited.
To overcome this challenge, artificial intelligence tools, and voice generators in particular, provide brands with an interesting solution. Whether creating voice-overs, dubbing actors or producing soundtracks for advertising campaigns, AI enables brands to precisely synchronise audio with visuals, adding an all-important emotional touch to maximise marketing impact across varying cultures.
The opportunity is clear: thanks to AI, brands can now adapt their content (tv ads, videos, podcasts, etc.) to a global audience quickly and efficiently. By generating voices in different languages and cultures, they make themselves more flexible without the need for local experts or professional actors. This enables them to optimise their adaptation processes while ensuring the overall consistency of their message.
AI: an asset for content adaptation
AI voice generators are not only limited to music creation. For example, certain platforms can now generate voices to accompany marketing videos, either in the form of a voice-over or by dubbing an actor. This flexibility is essential for localisation agencies, for whom speed, efficiency and cost are top priorities.
Tools such as Elevenlabs.io, Murf.ai and Heygen.ai make linguistic localisation easy by generating voices and translations adapted to different languages and cultures. This enables brands to produce multilingual, culturally relevant audio content and ensure consistent international translation. However, human intervention is still essential for checking and correcting this content, and in particular for avoiding the cultural bias that AI can introduce.
However powerful AI is, it doesn't always understand the cultural nuances specific to each market. This is why it’s essential to use human review to adjust the tone, check expressions and ensure that messages are appropriate and respectful of different cultures. Human expertise enables AI-generated content to be optimised while maintaining local relevance, thus ensuring that each voice produced resonates authentically with its target audience.
Content adapted for internal and external communication
AI also plays a key role in internal communication. Companies are using text-to-speech to personalise podcasts, videos and webinars for their teams around the world. These tools make it easy to share the company's values and news, whatever the language or market. With this level of personalisation, messages can be perfectly adapted to specific cultural needs, strengthening team cohesion on a global scale.
Ethical and socially responsible solutions for the future
With the latest technological advances, ethical solutions are now being developed. For example, some licensed voice models allow artists to retain control over the use of their voice while receiving financial compensation. This approach ensures that AI technologies are used responsibly while offering brands immersive, personalised experiences for their audiences.
Some artists are going even further by allowing their fans to use their voice to create content using AI. This innovation shows that, when used ethically, AI can encourage creativity and strengthen engagement. This opens up new opportunities for brands, allowing them to expand their reach while complying with legal and ethical standards.
For international brands, AI voice generators represent much more than just a technological advancement: they’re a real opportunity for transformation. When properly integrated into existing processes and using human expertise to monitor and fine-tune the results, these tools can revolutionise content creation.
Thanks to AI, brands can now not only produce more content tailored to each local culture, but also do so more quickly and at a lower cost. By optimising your processes, you can reduce your cost per asset by 30%, cut time-to-market by two thirds and achieve a subsidiary asset utilisation rate of over 95%. All this while maintaining the brand’s global coherence, which is essential for preserving brand identity around the world.
AI, combined with human supervision, is a powerful tool for maximising the effectiveness of your marketing campaigns, boosting the impact of your messages and increasing your ability to engage culturally diverse audiences in a relevant and authentic way.
