ScotRail riders push back on new AI-generated voice announcer Iona

ScotRail’s introduction of an AI-generated voice announcer named Iona has sparked mixed reactions among Scottish train passengers. This deployment represents a significant shift in how public transportation systems are incorporating synthetic voice technology, balancing cost efficiency with the cultural importance of regional accents. The controversy highlights broader tensions around AI replacing traditionally human roles, particularly in contexts where local dialect and pronunciation carry cultural significance.

The big picture: ScotRail has implemented a synthetic Scottish-accented voice called Iona to deliver station announcements, replacing pre-recorded human voice artists.

• The AI-generated voice, developed by ReadSpeaker, reads out typed messages entered by train drivers.
• The system allows for customized announcements and includes phonetic input options for difficult-to-pronounce Scottish place names.

Passenger reactions: Many train travelers have expressed dissatisfaction with the artificial nature of the new announcement system.

• One passenger described Iona as “weird” and “robotic,” while another complained the voice sounds “unsure” and “questions everything.”
• Another rider referred to it as an “AI lassie” that sounds “horrible and unnatural.”
• ScotRail’s response to complaints has been to suggest passengers might grow accustomed to the voice over time.

Technical implementation: The system has been gradually rolled out across ScotRail’s network since mid-2023.

• Currently, Iona is used on select services from Glasgow Central and Glasgow Queen Street stations.
• The system was first trialed in July 2023.
• Drivers can input customized announcements through a computer interface, which Iona then converts to speech.

Expert concerns: Voice professionals have raised objections about both employment implications and cultural authenticity.

• Rachel Nicholson, a voice coach, criticized the move as “really sad that they want to replace real humans and put them out of work.”
• There are specific concerns about preserving authentic Scottish language patterns and place name pronunciations.

Technology context: Professor Peter Bell from the University of Edinburgh highlighted how AI has transformed synthetic voice creation.

• Recent technological advances have made creating artificial voices significantly easier and less expensive.
• People remain highly sensitive to voice identity and can typically detect artificial elements in synthetic speech.
• Cost reduction appears to be the primary motivation for transportation companies adopting this technology.

Industry perspective: ReadSpeaker, the company behind Iona, emphasizes that their technology combines human and AI elements.

• The company notes that while AI trains the voice model, the foundation is still recordings from a real Scottish speaker.
• ReadSpeaker sees potential for creating various regional and local accented voices for different transportation networks.