Case Study / WPP Wavemaker

WPP Wavemaker: Human vs AI voices

WPP Wavemaker wanted to understand whether brands need their own human voice or whether a generic AI voice is acceptable to consumers. CloudArmy measured the implicit appeal of different voice routes.

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Case study at a glance

The challengeAI voice production created speed, but not necessarily brand fit.

What CloudArmy didCloudArmy evaluated audio routes on instinctive response, not just opinion.

What it unlockedThe team could use AI selectively instead of ideologically.

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