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“It’s natural to feel anxious — we’re living in a time of disruption. But disruption doesn’t always mean destruction; sometimes, it’s redirection.”
These were words of comfort offered by Robert Ian “Robi” Joseph to those who feel their career is threatened by AI.
Joseph says this as a voice actor of over two decades of experience and as a founding member of VocAlliance, a non-profit organization established in 2016 to give a voice to the needs and concerns of voice professionals in the Philippines.
VocAlliance has been instrumental in raising the bar for voice professionals: training them in international standards for voice; and also, ensuring their quality of life by establishing proper industry recompense rates.
Joseph will also be the territory manager of Gravy for the Brain in the Philippines, one of the largest voice-over educational institutions in the world, setting international standards and practices for the craft of voice acting.
They have plans to expand to the Philippines this year, localizing their lessons to the Philippine culture.
AI jump
The bad news first: Joseph has confirmed seeing a decline in specific voice-related jobs.
“AI is starting to take over certain kinds of VO work — especially jobs that rely on straightforward, informational delivery like IVR systems, explainers, and e-learning,” he says.
When it comes to voice acting in the Philippines, he describes, “We’re seeing some low-baller clients jumping ship to AI. Ironically, those are the kinds of clients who don’t seem to value voice actors to begin with.”
“What we see AI affecting most are the voice actors who undervalue themselves and constantly accept below standard rates. They’re the ones who are most at risk,” he says.
Joseph shares the secret weapon that can make humans stand above the AI deluge — the one we’ve always had — our humanity.
“AI can synthesize sound — but it can’t synthesize soul. The human voice is dynamic. Spontaneity, shaped by lived experience, creates a performance that AI can only imitate to a degree, but not originate. Subtext, layered emotion, instinctive beats — those don’t come from code.”
Human spark
Going back to the low-ballers, he believes they’re the ones who miss the point of the human soul.
“Some voice actors cater to clients who are never truly after authenticity or quality or connection. These clients aren’t interested in meaningful collaborations — they just want the cheapest option,” Joseph says.
“Now, with AI offering an even lower price point, their choice is easy because cost is the only thing that matters to them. However, we’re also seeing some larger companies — even multinationals — exploring AI,” he adds.
The difference is, so far, many of them are approaching it more conscientiously, using AI to streamline the production process in terms of revisions, rather than replacing voice actors entirely.”
When asked whether there will be demand for voice professionals, Joseph thinks the best way to reach a human, is with a fellow human.
“We are storytellers by nature. We won’t be able to wholly offload what makes us who we are to machines or else we lose our humanity. So there will always be a need for voice actors, for storytellers,” he says.
“When emotion, nuance, and subtext are needed — like in commercials, animation, or dubbing — clients often realize that AI can’t quite deliver the same human spark that connects with audiences.”
AI as creative tool
While AI has been used to generate media that is deemed lifeless and uninspired, with proper use, AI can actually be a tool that can be used in the creative process.
“I use AI also,” Joseph notes. “I’ll have a list of ideas drawn out for me, by say, ChatGPT. I look at all of them, and think none of those are good. Then I have that light bulb moment and come up with a better idea. That’s how you stay ahead: use it as a springboard or a tool to ignite new ideas for you.”
AI has also made the creative workflow easier.
“There are some cases where AI can be used now to correct certain mistakes. So, instead of voice actors coming back in to record an extra word or replace a word, they’ll just use AI to just fill it in. That makes it more efficient,” he admits.
“It saves clients some change, and it affords us more time to look for more jobs or do other things. That’s how certain companies are thinking about the ethical use of AI.”
Joseph concludes that instead of throwing out AI altogether, he suggests that we utilize it wisely.
“AI will continue to reshape workflows — it’s already accelerating content creation, streamlining post-production, and enhancing accessibility,” he says.
“We really have to incorporate AI into our own workflows as well so that we can stay ahead of the curve.”
Tips for creatives
For any person in the creative industry, Joseph advises, “Upskill continuously. Don’t just be a voice — be a storyteller, content creator, and collaborator. In my experience as a voice actor, I have gone down so many rabbit holes when it comes to voice-over education.”
“There’s so much to learn because it all ties up with human psychology, human behavior. All of that comes into play when you’re talking about voice acting,” he says.
Joseph also advocates joining creative communities to stay informed.
“We have to monitor how our voices are being used, and speak up about consent-based cloning and fair contracts. People have to be better informed legally about how to protect your IP. That’s why communities like VocAlliance are really important because we talk about these issues a lot.”
Strategies for voice professionals
For establishing one’s voice career, Joseph echoes Adam Smith’s theory of specialization. “Niche down, then scale up.”
“A lot of people don’t know what to specialize in,” he says. “But if they become more self-aware; if they start exploring themselves first; if they start to understand their own personality traits and their own archetypes; then they’ll be able to connect with the brands that share similar traits. Find your specialty — be it ads, narration, or character work — then branch out.”
In a thematic return to Joseph’s point about being human, he believes that honing their humanity is one the best things an aspiring voice artist could do.
“It’s super important in our business to have a kick-ass demo,” he says.
“But more than just our demo, I think telling your own story is going to be really important as well. And showcasing your ability to take direction, how you improvise, how you emotionally connect with your audience, all of those things will make clients understand the disparity between real human performers and AI voices.”
With a twist of irony, he believes AI can be used to teach a human, how to be a better human.
“There are ways to beat AI at its own game. Imagine using a clone of your own voice speaking in a British accent. Your ability to acquire that accent becomes easier because you can already hear yourself speaking in a certain way,” he notes.
“We can use AI as a tool to learn intonation patterns, accents, delivery styles, and find ways to improve upon them.”
Hopeful future with AI
When asked about how AI will continue to shape our world, Joseph rejects the doom and gloom predictions, and instead advocates embracing AI with both caution and reason.
“The future won’t be a zero-sum game. It’s about integration, not erasure. The creatives who thrive will be the ones who can collaborate with technology rather than compete against it. And yes, we absolutely can adapt — history has shown that artists always do,” he says.
Joseph believes voice acting is still in demand with his experience in VoiceCon PH, a recently held convention for voice professionals of all backgrounds.
“The VocAlliance booth was one of the busiest: more than a hundred people joined the community after the event. Based on the sheer turnout, VoiceCon PH showed that the future of human communication — and those who shape it through the craft of voice acting — is brighter than ever.”
His final encouragement to those who want a career in voice? “Don’t let fear of the future rob you of your voice today. This is still one of the most fulfilling careers you can have — full of storytelling, emotion, and impact,” he says.
“You don’t need to be perfect. You just need to be human. And in a world increasingly run by machines, that’s your greatest advantage.” – Rappler.com
