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Ankur Edkie on Scaling Ethical, Impactful Voice AI | Murf AI Interview with MarTech Edge
Q.1) What frameworks do you follow to ensure your AI initiatives scale across global teams while remaining aligned with your core business strategy?
Murf AI helps global enterprises create high-quality voiceovers and dubs effortlessly. At Murf AI, we follow three key principles to ensure our AI initiatives scale globally across diverse industries.
1. Solving content challenges at scale
At Murf, we solve repeatable, high-impact content related challenges. Whether it’s large-scale content creation, enabling fast updates to voice content or simplifying localization, these are common problems faced by global teams across industries and our AI solutions across Studio, Dubbing and API are designed to solve these problems.
2. Centralized Platform for Decentralized Teams
Murf is built as a centralized platform that empowers globally distributed teams to collaborate with ease. Teams across regions can work together in real time; reviewing voiceovers, sharing feedback, and managing projects from a single interface. With access to a rich library of multilingual voices, users can create content that sounds local while staying on brand globally. This balance of centralized control and local flexibility enables consistent, scalable voice content across markets.
3. Enterprise-Grade Trust Framework
From consent-based voice creation and royalty-sharing with artists to compliance with global data regulations, our governance model is again built for scale. This allows enterprises to deploy Murf across regions confidently and responsibly.
Q.2) How are you incorporating AI-powered voice solutions to improve training, internal communications, or customer engagement?
AI voiceovers are not just a tool, but a transformative solution reshaping how organizations communicate internally and externally.
Learning & Development (L&D) teams are harnessing the power of Murf's platform to create more interactive training modules and boosting learner retention with professional voice narration in multiple languages.
Murf also makes it easy to update existing content. What once required a full re-recording can now be done seamlessly, keeping content current, compliant, and aligned with the regulatory demands of industries like pharma.
With fewer production bottlenecks, marketing teams can now create as much content as they want; not just as much as they can afford. From product explainers to radio spots, Murf voiceovers make it easy to produce multiple versions of a creative, enabling true hyper-personalization.
Q.3) What lessons can be drawn from cross-sector AI implementations that could inform your digital transformation roadmap?
At Murf AI, we’ve found that the most impactful AI implementations across industries share three core principles - they augment human capability, drive efficiency, and scale seamlessly.
1. Augment Human Capability
Our platform democratizes content creation, putting creators and builders firmly in control. With an intuitive interface, real-time feedback, and collaborative workflows, teams can craft exactly the voice output they need, without relying on technical or studio-heavy processes.
2. Drive Efficiency
By eliminating traditional, time-intensive workflows, Murf delivers up to 70% cost savings in voice production and enables content creation that’s up to 10x faster. This efficiency unlocks greater creativity and agility for marketing, L&D, and product teams alike.
3. Build for Scale
With a rich library of voices, support for multiple languages, and enterprise-grade compliance and security, Murf makes it easy for global organizations to scale voice content confidently and consistently across markets, teams, and platforms.
Q.4) What challenges have you faced when deploying voice AI solutions across different geographies, and how have you overcome them?
Voice AI needs to be linguistically and culturally aware. It's not just about translating language; it's about tone, pronunciation and intonation. We've invested heavily in creating diverse voice datasets, developing region-specific trained models, and engaging local talent in the development and QA process to address this. To further enhance pronunciation and accent accuracy, we’ve built a deep linguistic modeling layer that enables our speech model to reproduce the subtle nuances of each accent in multiple languages, achieving a pronunciation accuracy of 99.38%.
Q.5) What ethical considerations guide your decision-making when deploying AI technologies, especially those that generate human-like content?
At Murf, ethics is the foundation of everything we build.
We follow a clear, three-step approach:
- Consent-first creation - Every Murf voice begins with the active involvement and agreement of the artist.
- Full control - Artists have the freedom to withdraw consent at any time.
- Royalties that grow - Artists earn royalties each time their voice avatar is used, and earnings grow with the avatar’s popularity.
We maintain strict voice cloning protocols, no voice is ever cloned without explicit permission. Our philosophy is simple: AI should augment, not replicate, and we seek to foster creativity while maintaining authenticity and trust.
Q.6) In your view, how can organizations better communicate the value of their AI initiatives to internal stakeholders, customers, and industry peers?
The key to communicating the value of AI initiatives is through storytelling with quantifiable impact. Over technical jargon or theoretical possibilities, organizations need to emphasize real use cases and how AI improved efficiency, lowered costs, or boosted customer experience. Internally, that means correlating AI initiatives to business KPIs and involving cross-functional champions early. At Murf, we frequently release client success stories and data-driven results to bridge the gap between AI innovation and business value.
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