Case Study / Studio Resonate

Studio Resonate: The Power of the Human Voice in An Age of AI

Studio Resonate and SiriusXM Media partnered with CloudArmy to understand whether listeners consciously and unconsciously respond differently to human and AI-generated voices in advertising.

Illustration contrasting a human voice at a microphone with an AI-generated voice

Case study at a glance

The challengeAI voice production raised new questions about trust and attraction.

What CloudArmy didCloudArmy measured implicit voice response across three scenarios.

What it unlockedThe study clarified where AI voice use may create hidden brand risk.

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Relevant way to workGuided Project

Relevant when the brief benefits from expert scoping, interpretation, and recommendations.

Relevant testing categoryCommunications

Advertising, messaging, claims, voices, music, and creative route decisions.

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