The Impact of AI on the Dubbing Industry in India: A Call for Awareness and Action
In 2023, Hollywood faced significant disruptions when the Screen Actors Guild–American Federation of Television and Radio Artists (SAG-AFTRA) went on strike for four months. The primary concern? The potential misuse of artificial intelligence (AI) to replicate artists’ likenesses without their consent. As the dust settled with a three-year agreement ensuring fair pay and protecting performers’ rights, many in India began to question why similar movements were not unfolding there.
While India hasn’t experienced a large-scale industry strike like SAG-AFTRA, the effects of AI are increasingly being felt in a niche segment of the entertainment industry: the dubbing and voiceover sector. Many voiceover jobs are vanishing, leaving dubbing artists in an uncertain landscape. In today’s Indian dubbing industry, it’s not uncommon for artists to discover their voices being used in projects they never auditioned for.
Why is the voice sector experiencing these challenges? The rise of generative AI technologies, such as text-to-speech models and voice cloning, has raised critical issues surrounding copyright, compensation, and consent in a primarily informal industry consisting of around 20,000 freelancers. The Association of Voice Artists of India (AVA) has stepped up its efforts, actively issuing circulars and hosting forums aimed at educating artists on how to navigate this shifting landscape and advocate for fair wages.
While AI isn’t yet capable of fully replacing traditional dubbing—largely due to its inability to convey emotions convincingly—it has become proficient in producing straightforward narration suitable for infomercials, corporate videos, and user manuals. As a result, many dubbing artists who previously worked on diverse projects are now seeing their monthly gigs dwindle from 15-20 to just six or seven, according to Amarinder Singh Sodhi, General Secretary of AVA and voice of characters like Hawkeye and Blade. He notes that older artists may find it particularly challenging to pivot to new professions at this stage in their careers.
During the SAG-AFTRA strike, actor Joseph Gordon-Levitt penned a compelling op-ed that underscored the need for fair compensation from tech giants using human labor to train AI. He emphasized that “generative AI” relies heavily on massive datasets produced by people. This sentiment resonates with Sodhi and his colleagues in India, who are now more vigilant than ever about understanding the terms of their engagements. They face a growing trend where tech firms, primarily based in the U.S., approach voice artists with vague project descriptions, leaving them vulnerable to exploitation.
The AVA is committed to raising awareness among voice artists about the importance of treating their voices as intellectual property that can be misused. “Before even going for an audition, ask questions,” advises Sodhi. “Understanding the specifics of a project has become essential.” Aditya Mathur, the channel voice of Nickelodeon, echoes this sentiment, highlighting the importance of fair compensation, especially when AI can utilize a single voice across multiple languages.
Ethical considerations also play a crucial role in the conversation. Voice artist Rakhee Sharma, who has voiced prominent characters, emphasizes the potential dangers of having one’s voice used inappropriately, such as in hate speech. “Voice is a part of our identity,” she asserts. As AI technologies evolve, voice cloning is becoming a reality, allowing for a more authentic dubbing experience. However, this innovation raises questions about the need for the original dubbing artist.
Industry experts predict that voice cloning will become increasingly popular in films and streaming series, with notable projects already utilizing this technology. M.G. Srinivas, a Kannada filmmaker and founder of a voice cloning studio, asserts that while voice cloning may streamline processes, it requires skilled dubbing artists to deliver the original performance that AI replicates.
For voice artists in India, adapting to these technological advancements is vital, yet the lack of regulations poses significant challenges. Unlike the U.S., where agreements exist to protect artists’ rights regarding AI usage, India has yet to implement any binding industry standards. “AI can enhance productivity, but it can also disrupt lives,” warns Sodhi, stressing the need for collective action among various industry unions to protect artists’ interests.
In conclusion, as the dubbing industry grapples with the rapid advancement of AI, it’s crucial for voice artists to stay informed and proactive. By understanding their rights and advocating for fair compensation and ethical practices, they can navigate this evolving landscape and ensure their voices are valued in the age of technology.
