Recently, the lead performer from the Mamma Mia! show in the West End made it known that she was replaced by artificial intelligence for a voiceover project by the BBC. Following this revelation, there was swift criticism against the use of AI for voice impersonation. However, on March 28, in a statement, the broadcaster sought to clarify the rationale behind the decision.

In a post shared by the Mamma Mia! star Sara Poyzer, a message was displayed indicating that her services were no longer required as the BBC opted to employ AI-generated voice for an undisclosed project she was associated with. In response, fans and colleagues in the entertainment industry voiced their disapproval of the BBC's preference for AI over human voice actors.

Reacting to the backlash, the organization shared that there was crucial context that necessitated an explanation. The BBC stated that they were producing a poignant documentary featuring an individual approaching the end of their life, who had lost the ability to speak. Consequently, in collaboration with the person's family, efforts were made to determine the best way to portray their voice in a section where their written words would be read. The BBC justified its decision to briefly utilize AI to recreate the voice that could no longer be heard, respecting the family's wishes.

Notwithstanding the use of AI-generated voice, the BBC assured that it would be explicitly marked, showing transparency in its utilization of the technology. This recent controversy involving the substitution of Poyzer by AI comes at a juncture when the BBC is exploring various applications of AI.

In its guidelines concerning AI deployment, the BBC underlined the importance of transparently disclosing when and why AI is utilized across different scenarios: any integration of AI by the BBC in content creation, display, or distribution must be clear and evident to the audience. Audiences should be informed appropriately, explaining not only the use of AI but also its methodology and purpose. Further, the guidance emphasized that AI-generated content must adhere to the same editorial standards as any other programming, with oversight from a senior editorial figure ensuring responsible deployment.

Speaking at the Royal Television Society, BBC director general Tim Davie outlined the organization's strategy pertaining to AI integration into its operations. Setting forth plans to actively implement generative AI tools, Davie mentioned the BBC's intentions to leverage the technology for fact verification, translation, and content reformatting. Elaborating on the potential for more sophisticated recommendation systems, Davie articulated the development of ethical algorithms that enhance personalization without solely focusing on individual preferences. The BBC aims to preserve elements like spontaneity, inquisitiveness, and an appreciation for stories deemed significant by BBC editors.