Blog How voice over artists can take the latest technology global

Posted by Kerry Vallins on September 4, 2017

Amazon is investing heavily in voice over professionals across the globe as part of its content localization efforts.

Reaching global markets is becoming more vital for companies of all sizes. Want to communicate across any border using translation and voice over talent? Read our blog: How can a voice over agency help to improve your global marketing?

“Amazon is seeking a linguist with an Australian background to join our data team,” outlines a recent job description, with the company also looking for voice over artists and professionals proficient in Canadian French, American English and Canadian English.

Why those specific languages, though? The consensus is that Amazon is looking for voice over artists to work with its voice recognition software – most famously used in its Echo hardware – to better understand regional accents across the globe and improve its database to help it become the voice assistant of choice around the world.  

Amazon understands the emotional importance of voice over

Amazon’s treatment of voice over is an essential part of its overall growth strategy, especially when building trust with existing and potential consumers.

Though it’s estimated that half of all searches will be voice-driven by 2020 and an estimated 24.5 million voice-driven devices will be shipped across America in 2017, there are a lot of complaints about how certain voice-recognition software still have a tough time recognizing diverse regional accents.

Amazon’s Alexa software is just one of them, with some consumers and critics claiming that the automated voice over struggles to recognize them unless they speak in ways unnatural to them and adopt a neutral tone of voice.

Some also highlight that Apple’s Siri can have problems understanding numerous basic commands due to their accent; not the best PR for tech that has apparently been customized for 36 countries and claims to support 21 languages.

Amazon looks to be reinventing the way it approaches voice recognition, getting to the root of the problem by hiring voice over artists and translation specialists that can help the software identify cultural, linguistic nuances across the globe.

Not only is it a natural progression for voice-recognition software and its overall development, it’s a great piece of marketing from Amazon, showing that it’s willing to dig deep to build better emotional connections with users around the world. Adopting a voice over campaign that considers how the user will not only communicate with, but relate to the software, creates a much more considerate and trustworthy perception of the brand.

Developers can do the same with the right voice over agency

Businesses working to develop voice-recognition software or programs specifically designed to communicate with people vocally can also build better connections with potential customers by working with an experienced voice over agency.

Developers can create stronger ties with new audiences if they use professional voice over talent partnered with the right creative, localization strategies to reach new international markets.

This is something that Google’s been doing to great effect in India, with the company making waves amongst the tech community by working with over 700 volunteers to better understand the Indian language and improve their speech recognition technology in the area.

By working with the right voice over agency and investing in core localization strategies, developers are able to better reach people on a local level and create solutions that not only work for them, but understand them perfectly, too.

Voice Talent Online can work with software developers to create international localization strategies and multilingual campaigns with energy that help to capture the imagination of new, global audiences.

Reaching global markets is becoming more vital for companies of all sizes. Want to communicate across any border using translation and voice over talent? Read our blog: How can a voice over agency help to improve your global marketing?

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