ScotRail has decided to replace its AI voice model, known as Iona, following a complaint from voiceover artist Gayanne Potter. Potter claimed that her recordings were utilized without her consent, prompting the railway company to take immediate action to rectify the situation.
The issue arose when ScotRail implemented the AI model to enhance customer experience through automated announcements. After Potter voiced her concerns, the company acknowledged the importance of respecting artists’ rights and has since appointed one of its own employees to provide voice recordings for the new AI model.
Response from ScotRail and Gayanne Potter
In a statement, ScotRail emphasized its commitment to ethical practices and the value of artists in the voiceover industry. The company expressed regret over the oversight and clarified that it had not sought proper permissions for the use of Potter’s recordings.
Potter, who has worked extensively in the voiceover field, stated that she was surprised to discover her voice being used in this manner. “I appreciate ScotRail’s swift response to the issue,” she remarked. “It is essential for companies to recognize and uphold the rights of artists.”
ScotRail’s decision to utilize an employee as the new voice for the AI system underscores a growing trend in the industry. Many organizations are now prioritizing ethical sourcing of voice talent to avoid potential disputes with artists.
Implications for the Voiceover Industry
The incident raises significant questions about the use of AI in creative fields, particularly in the voiceover sector. As AI technology continues to advance, the need for clear guidelines and ethical standards becomes increasingly critical. Artists like Potter are advocating for more transparency and respect for their work, which serves as a reminder for companies to establish robust practices when adopting new technologies.
With the rise of AI-generated voices, the voiceover industry faces both opportunities and challenges. Companies must navigate the fine line between innovation and the rights of human talent, ensuring that artists are properly compensated and acknowledged for their contributions.
As ScotRail moves forward with its revised AI model, it sets a precedent for how organizations can responsibly integrate technology while respecting the creative rights of individuals. The railway company’s proactive approach in addressing the complaint demonstrates a commitment to maintaining positive relationships with artists and ensuring ethical practices in the use of AI technology.
