The rise of online marketplaces has created a physical distance between consumers and storefronts. While consumers welcome convenience, companies are left with the task of building brand loyalty without the iconic interior decor that once set them apart. Familiar sights, smells, and sounds, which helped build a sense of nostalgia, have been replaced by online interfaces that are often too similar to one another. While there is always the option of dressing up websites to make them stand out from the crowd, no website can come close to replacing the familiar comfort of being greeted by the cashier, with whom you’ve become friends, while stepping into the neighborhood mart.

But what if you could add an additional dimension, a personal touch to consumer interactions? Brands and franchises have begun to aggressively experiment with AI voice generators to level up their customer experience game and solidify their brand identity in a digital world.

Also known as speech synthesis, text-to-speech converts written text into audible speech via deep learning methods, such as automatic speech recognition and natural language processing. With text-to-speech, consumers can engage with digital storefront receptionists on their screens, thereby giving brands opportunities to build unique customer experiences in the digital world, just as they once did in the physical one.

How voice works and why people respond to it

Have you ever experienced a butchered version of your favorite song? How about listening to someone suck the life out of an inspiring poem by reading it in a monotonous, uninterested tone. Our ears are instinctively tuned in to pitch, cadence, and tonal shifts. Yes, even those of us who can’t sing. That’s why we can immediately recognize when a voice is human or not. While AI-generated synthetic voices, such as Siri and Alexa, have come a long way in terms of sounding more "human," we can still recognize the difference. They are certainly useful enough for communicating a large percentage of our phone’s functions, but we certainly aren’t going to go to Siri or Alexa for life advice.

That’s why text-to-speech technology is developing quickly. Through the power of machine learning, text-to-speech software, such as Google Cloud Text-to-Speech and Amazon Polly, can analyze large libraries of recorded sound files and then aggregate millions of human voice samples to create naturally-sounding speech. This gives companies the option of selecting from a variety of languages and voice profiles, which they may then pick the tone of voice that suits their company’s brand image and marketing needs.

Case in point: BBC Global News notably adopted text-to-speech technology as part of a series titled "The Life Project." This is a series of video essays and articles that wanted readers to think about what it means to live a fulfilling life. In order to put listeners in the right mood for introspection, the AI narrator was calibrated to feature a soft, localized voice that was familiar to the BBC’s UK audience. Tweaks were also made according to the type of content and length of article to ensure that the cadence and tone would remain relevant and engaging throughout.

BBC's deployment of text-to-speech demonstrates how valuable the technology has become. The technology has evolved way past the old days, where its toolset was limited to short phrases, fixed speech patterns, and artificial exclamations.

Text-to-speech — the inclusive technology for everyone

Needless to say, text-to-speech is also set to become a much-welcome communication alternative for people all over the globe who suffer from visual impairment.

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If you consider further that the number of people aged 80 and over in Asia is expected to triple between 2020 to 2050, you can easily conclude that the number of visually impaired people walking amongst us will only continue to increase. Text-to-speech technology can go a long way in helping individuals access reading material when visual aids and medical treatment are unavailable, or even when you’re simply having a really hard time finding your glasses.

The benefits of text-to-speech are not limited to the visually impaired, either. Estimates suggest that around 10% of the world’s population suffers from some degree of dyslexia. However, if you consider the fact that it is not uncommon for dyslexic individuals to be undiagnosed for years or even decades, the actual number of people suffering from dyslexia might be even higher.

In fact, dyslexics often find themselves in high-performing positions, including NASA where 50% of employees reportedly suffer from reading disabilities. Dyslexics almost always report significant improvement in reading speed and accuracy when texts is accompanied by natural sounding voices. Coupled with a unique voice profile, text-to-speech technology can go a long way in ensuring that your brand is remembered by a wider audience.

The deployment of text-to-speech itself could be a powerful statement as well. Consumers are becoming increasingly aware of social issues and concerned about where they place their dollars. A consumer survey conducted by eCommerce marketing platform Yotpo stated that an overwhelming 84.3% of respondents would be more inclined to regularly patronize a brand that was aligned with their values.

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Image source: yotpo

When you look at revenue flows, it also shows that customers are putting their money where their mouths are. London-based influencer marketing agency Purple Goat, known for its focus on disability and inclusion marketing, made millions in revenue just over a year after its inception in April 2020.

With text-to-speech, your customers can use your services anywhere

On top of adding an extra layer to customer interaction, text-to-speech technology provides an additional communication channel that companies can tap into, particularly when it comes to identity verification when logging in and making payments. This is especially crucial when it comes to securing a new customer, especially in today’s digital environment where consumers are constantly bombarded by content that is vying for their attention. Having one-time-password messages read out by text-to-speech software can come in handy when an individual’s phone screen is broken or obscured, or when they are simply on the go. Remember, having more options and added convenience incentivizes customers to make payments whenever, as opposed to putting off payment decisions to a more convenient timing.

The audio nature of text-to-speech technology could also make it an excellent vanguard against cyber-attackers. OTPs that are read out loud do not persist as text like traditional SMS codes, which can remain on your customers' devices until they are deleted. This greatly reduces the window of opportunity for hackers to intercept and copy audio OTP messages before consumers can utilize them.

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Don’t be late to the game. Text-to-speech is easy to implement and does not alter or take away any existing features that you might have on your platform. As with most technology, early adopters will always reap the lion’s share. So, talk to our team at hello-cpaas@8x8.com and give your brand a fresh voice that will keep your audience engaged.