Gayanne Potter takes on AI over voice likeness rights

Scottish actress Gayanne Potter is raising concerns about the use of artificial intelligence to recreate voices without consent, after discovering a voice similar to hers being used as the voice of ScotRail.

Gayanne, who is known for her voice work across television, radio and audiobooks, says she was never approached for permission or licensing when the AI version began circulating online earlier this year.

While the software used did not name her directly, several industry peers and clients had assumed it was her voice.

“I’ve built my career on the strength and character of my voice,” Gayanne said. “When something that sounds so close to me is being used without a contract or even a conversation, it crosses a line.”

Equity, the UK trade union for performers, has recently expanded its campaign on AI to include voice protection. A spokesperson said: “We’re hearing more and more cases like Gayanne’s. Performers must be able to control and be compensated for the use of their voice.”

Gayanne had recorded voice samples in 2021 for a company called ReadSpeaker, believing these would be used only for e-learning and accessibility. She described her AI voice clone as “deeply disturbing” and said it sounded “like me, but wrong.”

She has now appeared on the new podcast AI Haven’t a Clue, which explores the wild world of Artificial Intelligence where she promised to not give up on her fight to kill her AI voice clone named ‘Iona’, saying “unfortunately ReadSpeaker have picked on the wrong person”.

Since 2021 AI voice technology has advanced and Gayanne’s initial recordings were used in ways that she believed was never agreed on. In the years that followed Gayanne battled to kill her AI voice clone, “we went down the GDPR route because it’s my biometric data and a full and comprehensive complaint was submitted to the ICO, but because ReadSpeaker’s offices are in Sweden it would need to fall under Swedish jurisdiction.”

Gayanne told AI Haven’t a Clue hosts George Butler and James Chandler that she is calling for her AI-generated voice to be removed and is urging tighter regulations to protect voice artists from unauthorized cloning. “It’s like watching someone wear your face as a mask – it’s not you, but it’s being presented as you.”

In the latest episode, the podcast explores the world of AI in voice, hearing the view of voice over artist – and voice of the X Factor – Peter Dickson. Peter said: “AI is a tsunami heading straight for our industry. If we don’t act now, we’ll be swept away. The idea that someone can take your voice, replicate it, and profit from it without your permission is not just unethical—it’s theft.”

Meanwhile American voice over artist Kasey Logan has sanctioned her voice to be used as an AI clone called Addison Ingles, saying “Individuals must have control over their own voices. The law is struggling to keep pace with the rapid advancements in AI voice cloning. We need comprehensive legislation that clearly defines voice ownership and consent.”

Listen to the full episode of AI Haven’t a Clue wherever you get your podcasts including on Spotify.