By Eithne Cullen
Visiting the Hay Festival is always full of interesting attractions, events and even some surprises.
I’ve been going for four years now, as part of the Pen to Print Adult Writers’ retreat. From our friendly and well-located accommodation at Trewern, to the wonderful talks and events we witness and attend, right through to the feeling of being part of a great initiative in the world of writing, it’s a delight for me from start to finish.
This year, I was intrigued by a tent I’d never seen before, labelled Vocalize. The front-of-house staff were welcoming, although it was interesting they were wearing white coats (scientists or strange doctors? Who knew?). A friendly Stephen Fry photograph added to the interesting air about the place.
When I approached, I was told it was a special booth for making a voice tape, in case I ever wanted to apply for voiceover roles; at least, that’s what I thought I heard. I booked a slot and said I’d return. To be honest, I‘ve always thought I have a voice for that kind of work, but have never had the opportunity. (Or is that a face for radio?)
I returned for my slot and was welcomed into a recording booth. Stephen Fry would give me some instructions on the screen and I’d pick up my audio recording at the end of the session. So far, so good. I put on the headphones and the amicable Mr Fry appeared. He told me what to do and I began.
It was easy. I had to read three different texts and use three different kinds of inflection for them. The steps were obvious, as I was already thinking about the tones used by advertisers who want to persuade us to see their points of view and buy their products. And my guide was very helpful.
Within seconds of my finishing, Stephen Fry popped back on the screen and told me I could now listen to my recordings. I felt so comfortable around the whole process and thought I’d done a good job. I had no idea of the horrors I was about to experience!
Three adverts played on the screen before me and my voice was matched to the content: tone, expression, inflection and all. But I was horrified to see what my voice had been used for… the advertisements were for a product that “shuts up” children, a fake disability parking badge and a negative rant about diversity in the workplace. I would never have given these topics a second look; I would never have used the negative and insulting words that I could now hear with my own voice. My voice had been used to endorse ideas and language I’d go out of my way to disassociate myself from, yet I’d happily signed up .
No one needed to tell me what AI had just done with my voice. I have heard many discussions and debates about AI and its impact on writing and writers. I know writers (some Pen to Print writers included) who know their work has been targeted for harvesting their words to be used by AI. Yet I’d made the rookie mistake of letting someone use my voice – and not for good. It was a steep learning curve for me.
Leaving the booth, I saw further displays about attitudes to AI and, being at a literary festival, realised the impact it could have for us all as readers and writers.
Looking into the installation, I found out more information about it and its development, thanks to an article by Ella Creamer in The Guardian, 24th April, 2025.
The Vocalize installation was presented by arts production company Sage & Jester, and was created by Francesca Panetta, Shehani Fernando and Halsey Burgund. It’s partly funded by Arts Council England, along with some other organisations.
“We wanted audiences to feel what manipulation truly means,” said Vocalize’s creators. “When the viewer becomes the protagonist, the boundary between truth and fabrication starts to dissolve. As artists, we’re drawn to exploring AI not only to unlock its creative potential, but also to confront the risks and ethical dilemmas it presents.”
Stephen Fry was interested in the project because he’d had his voice cloned: his Harry Potter readings were used to build up a comprehensive bank of samples of his voice and then AI could use his voice to narrate a documentary without any permissions of input from him. He’s happy to speak out about the subject and warn of the ways it can be used to manipulate voices and ideas.
As for me, I’ll have to remind myself not to be easily distracted by the ‘shiny things’ that look useful and enticing. It was a perfect learning tool and a very entertaining way of learning the lesson.
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Image Credit Hay Festival Tent (c) Adam Tatton-Reid
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