“Ladies and gentlemen, welcome to the ultimate showdown of creativity and technology—’The Ads Battle: Human vs. AI.”
In the digital arena tonight, the contest is straightforward yet groundbreaking. Two identical video ads step into the spotlight, differentiated only by the voice that brings them to life—one human, one AI.
The victor will be decided based on three critical KPI’s:
1) Conversions: the ultimate measure of success
2) Click-Through Rate (CTR), evaluating the immediate appeal
3)Cost Per Click (CPC), assessing cost-effectiveness
The Contenders
“In the red corner, armed with HeyGen technology, we have the AI-voiced ad generated by HeyGen, a solid platform for creating content using AI—with many innovative, customizable features (ex: modify the pitch in the voice).” HeyGen is very well known for its solid record of top-performing AI creatives!
“In the blue corner!!, we find Benoit, a UGC black belt with a sometimes wild imagination and a very pronounced French Canadian accent. You can’t find better for an imperfect voice! Still, Benoit has an impressive history with UGC creatives, handling campaigns that have rolled through millions in ad spend.
The 2 Ads Competing:
Human Voice:
A.I Generated:
500$ spent in Meta Ads later…
“In a stunning first-round knockout, the human voice clinched victory, demonstrating that genuine connection can’t be underestimated. The AI-generated voice, despite its technological edge, fell short where it mattered most: it cost over double per click ($1 vs. 40 cents) and struggled to match the human voice’s click-through rate. But the deciding blow was delivered on conversions—the AI voice failed to secure any.
Conclusions
- Even though I have a strong accent, my voice could transfer more “energy” and emotions than the AI-generated one. Maybe AI isn’t there yet, but I’ve also used HeyGen voices on different creatives, and they became top performers, too. I feel like the human voice will always have an edge over AI when it comes to advertising because the less it sounds like an ad, the better. But that being said, HeyGenis a fantastic tool that keeps surprising me!
- Meta is super quick at picking a winning creative. Its algorithm might prioritize the ad that pulls in views and engagement fast, ensuring the best-quality viewers for that ad and less for the others. But that’s a big maybe.
- AI-generated voices sound too «polished,» so people associate them with ads already?