The AI debate has intensified in the U.K. this week after veteran Mamma Mia! musical star Sara Poyzer revealed in a social media post that artificial intelligence has replaced her for a BBC production. Poyzer, who has played Donna Sheridan in the on-stage musical for more than years, posted a screenshot of an email containing the news and tagged the U.K. public service broadcaster and labor union Equity, calling the development “sobering.”
Everything you need to know:
✓ Sara Poyzer , veteran Mamma Mia! star, revealed AI replaced her for BBC production
✓ Voice Squad agency said AI is a “danger to the whole industry” removing work from artists
✓ AI offers benefits like efficiency and personalization but also raises ethical concerns
AI replaces beloved ‘Mamma Mia!’ star Sara Poyzer
“Sorry for the delay,” the email from an unidentified production company reads, per the screenshot shared by Poyzer on Instagram and X. “We have had the approval from the BBC to use the AI generated voice so we won’t need Sara anymore.”
The news sparked strong reactions from others in the entertainment industry. Actor Miltos Yerolemou, who played Syrio Forel in Game of Thrones, posted on X: “It’s time for British actors and creatives to draw a line in the sand. Like our American brothers and sisters it’s time to resist this.”
Voice Squad, a voiceover agency that works with Poyzer, told the Daily Mail:
“We were very disappointed to receive the production company’s response, particularly as it’s a BBC project. The BBC have always stood for quality in their factual and drama broadcasting. As a voiceover agency, we feel that AI is a danger to the whole industry – removing work from artists who have trained for three years at drama school and spent many years honing their craft.”
Voice Squad Agency
AI voice cloning is a double-edged sword
AI voices are generated through a process called text-to-speech synthesis , where advanced algorithms and deep learning techniques are used to analyze and synthesize vocal patterns to replicate the unique characteristics of a person’s voice. This enables the creation of realistic AI voice clones that can be used for a wide range of applications including voiceover work, audio advertising, song vocals and more.
While the development of AI voice cloning technology has raised valid concerns about potential misuse and the need for robust consent and licensing frameworks, it’s important to also consider the opportunities it may present for artists and voice actors.
Benefit 1 – Be in multiple places at once
One key benefit is the ability to scale their work and be “in multiple places at once.” Imagine a scenario where a voice actor’s cloned voice is used in a TV show, movie, or song collaboration happening simultaneously. This could allow them to take on more projects than would be feasible if they had to be physically present for each one.
Benefit 2 – New revenue streams and voice IP licensing
AI voice cloning could also open up new revenue streams in the form of licensing and royalties . If an artist or voice actor licenses their voice IP to be used in various projects, they could receive ongoing royalty payments each time their voice is used. This could provide a more steady and predictable income compared to one-off projects.
Benefit 3 – Collaborate with other artists
The technology also has the potential to open up exciting creative possibilities, such as novel collaborations and remixes made possible by combining artists’ voices in innovative ways. A singer could lend their voice to a track while on tour on the other side of the world.
Of course, realizing these benefits would require robust frameworks to be in place around consent, licensing, royalties, and responsible use of the technology. Artists and voice actors would need to have clear control over how and where their voice is used. But if these considerations are properly addressed, AI voice cloning could be a powerful tool for artists rather than a threat.
Read more: The best AI voice cloning tools
Protecting artists in the age of AI:
As Poyzer’s case highlights, many in the creative field are deeply concerned about AI’s disruptive impact on the livelihoods of professional performers.
With an AI replicating an artist’s voice:
Will there still be a need or desire to hire the real person?
How can IP rights be protected to ensure human performers are fairly compensated for usage of their vocal likeness?
What happens to the years of training and craft that goes into compelling voice acting and musical theater performance?
Even as AI tools become more widespread and accessible to independent creators, these broader questions remain largely unanswered at a policy and industry level. Last year, Equity launched a “Stop AI Stealing the Show” campaign which the BBC itself backed , indicating the complex tensions at play.
While some envision a future where AI voice tools augment and collaborate with human performers in novel ways, unlocking new heights of creative expression, others fear a “race to the bottom” that devalues and sidelines artists. As BBC director general Tim Davie recently put it, the goal is to “proactively deploy” AI while “never compromising human creative control.”
Ultimately, like any transformative technology, AI voice cloning is likely to have both positive and negative impacts. Thoughtful, proactive policymaking and cooperation between technologists and creatives will be key to maximizing the benefits while mitigating the risks. By considering the interests of all stakeholders, we can work towards a future in which AI voice cloning empowers artists and voice actors to do their best work and reach wider audiences under their own terms.