Hiscox Insurance partnered with synthetic voice cloning company, Cereproc, to create a synthetic version of their brand spokesperson’s voice. Their AI learning software can clone an individual’s voice, then create a realistic vocabulary - which can then be manipulated to say new and original dialogue.

They then recorded a radio commercial using both their real brand spokesperson and their cloned voiced. Finally they challenged the public to tell the difference. Listeners were encouraged to go online to watch how the cloning technology worked and see which voice belonged to the human and which was the clone.