Artificial intelligence (AI) technologies are shaking many industries' business models and practices. Within AI, specifically Text-to-speech (TTS) technologies have significantly advanced, especially in recent years, impacting the business world. Last year, while companies were creating an AI-based voice model from 30 hours of audio recordings,this year, it is down to 7 hours. And with just a 5-minute voice recording of your voice, your voice is now able to be cloned. The investments made by companies such as Spotify and Meta in the TTS sector in the past year also support this growth.
Creation of AI-based voice models and GDPR
You may not know that some of the audiobooks you listen to, the YouTube videos you watch, and even the customer service representative you speak to is an AI-generated voice. First of all, AI-based voices should not be confused with robotic voices that are recorded as individual words and played in a sentence.
AI-based voice models are developed by using various human voices, implementing technologies like natural language processing (NLP), adding different elements to these voices, and then creating a model based on the likeliness of a human voice that essentially does not belong to anyone. After voice artists enter the studio, a team of linguists, engineers, and specialists systematically record and process the voice (using scripts carefully prepared in advance).
Through the machine learning process, the voice model learns from the recorded voice of the artist to speak like him/her and can then read any text to be written in different styles (news, voice-over, speech, etc.), just like the artist. This whole process helps companies to enhance different elements to these voices, such as intonation, emphasis, and emotions, and then create a model based on the likeliness of a human voice that essentially creates a replica of the human voice.
Use of the TTS Technologies in Various Sectors
This AI-based voice technology is currently mainly used in the following sectors:
Customer Services: Interactive conversations with customers are carried out with AI-voiced virtual assistants which have the capability to solve problems or provide information about services. This enables businesses to deliver a higher quality of service and, at the same time, reduce costs.
Content Generation & Dubbing: TTS technologies can automate many aspects of content creation. For example, an AI can voice text in several languages, which can reduce the demand for translation and dubbing services. This can help businesses gain easier access to global markets more quickly and effectively reach large audiences.
An interesting point is that you can make a British English AI voice read a French text; when you do this, the voice can speak French with a British accent. In other words, unlimited flexibility is provided to the media sector with TTS.
Further, with NLP technology, you can manipulate the emotive tone of the voice - ranging from anger to sadness to joy - enhancing the authenticity of your consent and bringing it closer to the nuances of human narration.
This year, a company called DeepZen, a provider of AI-based TTS technology, announced that they were able to recreate the voice of the late actor Edward Herrmann using voice samples recorded in the past. This technology provides an essential insight into what TTS technologies and AI will be able to do within the movie sector.
Cars: TTS technologies are used in in-car infotainment systems, navigation services and driving assistance systems. It enables drivers to receive traffic updates, directions and even personal messages such as emails or text messages. This helps drivers keep their attention on the road while providing an enhanced user experience.
Education and Training: TTS technologies enable learning materials to become more accessible. Audiobooks and online courses allow users to learn conveniently. This significantly impacts the education sector and businesses that provide services to students.
Smart Home Appliances: TTS technologies make home appliances more interactive and user-friendly. For example, a smart oven can give cooking instructions by voice, or a smart refrigerator can provide information about the freshness or availability of food. TTS is also used in devices such as voice assistants and smart home hubs.
Voice Assistants: Voice assistants such as Siri, Alexa and Google Assistant use TTS technologies to interact with users. They process instructions from users and provide voice responses. This includes many tasks such as playing music, providing weather information, reminding calendar events, and managing shopping lists.
Gaming: TTS technologies can be used for in-game assistants, AI characters, and interactions in online multiplayer games. This helps players to communicate quickly and effectively with other players within the game or game characters for an enhanced gaming experience.
The European Accessibility Act and Expected Boom in TTS
The European Accessibility Act (EEA) came into force in December 2020. This law requires digital products and services to be accessible to a broader range of users. As of 28 June 2025, European companies must ensure that the newly marketed products and services covered by the EEA are accessible. This means businesses will be more incentivised to integrate TTS technologies into their services. As a result, the TTS market is expected to reach a 5 billion USD value by 2026.
Meta's Voicebox News & New Standards for Compliance
Meta recently announced that it is working on a new TTS technology called Voicebox, pushing the boundaries of TTS and expanding its use cases. How Voicebox handles user data and the measures taken to protect user privacy could set new standards for compliance with data protection and privacy laws. Meta's Voicebox development is also related to the EEA. Voicebox may enable visually impaired users to access content on Meta platforms more efficiently, which may facilitate compliance with the EEA.
Other significant investments in TTS
As we said earlier, companies emphasise this sector as the use cases are expected to increase more. There are some well-known companies who already created their TTS system:
Google: Google's TTS technology, a part of Google Cloud, continually receives investments as part of the company's broader commitment to AI and machine learning.
Amazon: Amazon invested heavily in its own TTS technology, known as Amazon Polly, which is a service that turns text into lifelike speech, allowing developers to create applications that talk and build entirely new categories of speech-enabled products.
Microsoft: Microsoft Azure also has its own TTS service, and Microsoft is continually investing in their AI and cloud services such as "Seeing.ai" which uses AI voice technologies to recognise and describe objects, people and the environment.
Other companies and venture capitalists also invest in start-ups that focus on TTS technology. For example, DeepZen is one of many start-ups that have received investment.
Synthetic Media Licensing Issues
Using TTS technology raises privacy, copyright and ethical issues. Businesses and regulators will therefore need to manage these technological advances carefully. Voice actors worldwide are asking for a standardisation of their agreements to protect their voices against the everchanging AI world and unforeseeable synthetic media voices.
Currently, some companies are going for the royalty-based model (where for each usage, they pay the human narrator a percentage of the earnings) or a classic buyout model where they acquire all the usage rights to the voice actor's voice. Voice actors can generally negotiate which areas their voice can be used or not used (such as Edward Hermann's voice being unavailable for video gaming).
However, thinking that how AI technology come and shifted the sectors compared to just two years ago, it is crucial to implement licensing clauses with the technology mindset to not miss any sectors companies operate(or will operate).
Navigating the complex legal and ethical landscape of AI and TTS technologies can be daunting. If you need guidance to ensure your business is compliant and forward-thinking, contact us at Ethiqs Legal at info@ethiqs.legal. Our experts are ready to help you understand and manage the implications of these rapidly evolving technologies, safeguarding your business and preparing for the future.
Written by Deniz Celikkaya
Senior Consultant Commercial and Technology Lawyer