How should a brand sound when it speaks through AI?

Voice has become an immensely powerful brand touchpoint. As AI voices grow more natural, the question is no longer can brands sound human — it’s how human should they sound?

Together with Prof. Dr. Stephen Schuster and Stuttgart Media University, WongDoody explored how consumers perceive, trust, and emotionally connect with brand voices powered by AI. The study examines what makes these voices credible, consistent, and aligned with brand identity — and where the line between natural and “too human” lies.

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A few insights from the study

• Clarity beats charm. People value precision, calmness, and helpfulness over exaggerated empathy.
• Authentic, not human. Voices that are too friendly, get too chummy or sound "too human" can feel deceptive — transparency creates trust.
• Context is everything. Formal tones convey competence in serious contexts, while relaxed tones fit lifestyle moments.
• Trust is functional. Reliability and flawless performance matter more than emotional mimicry.

As AI becomes the new brand interface, voice agents will shape how people experience — and trust — brands.

Our study offers practical guidance for brands designing AI voices that are credible, consistent, and human-first — authentic by design, not imitation.

Download the full study to uncover how tone, timbre, and transparency define the next era of conversational branding.