
The Controversy Surrounding ScotRail's AI Voice
ScotRail, the national rail operator in Scotland, is facing growing pressure to replace an artificial intelligence (AI) voice used on its trains. This decision comes after criticism from a professional voiceover artist, Gayanne Potter, who claims her Scottish accent was used without her consent to create an AI clone known as "Iona." The controversy has sparked discussions about the ethical implications of AI technology and its use in the creative industry.
Gayanne Potter, a well-known voiceover artist, provided recordings in 2021 for what she believed would be limited accessibility and e-learning software. However, it was later revealed that her voice was used by ReadSpeaker, a Swedish tech firm, to develop Iona, an AI-powered train announcer. Potter expressed shock upon hearing the robotic version of her voice, describing it as "dreadful."
The AI voice, introduced in May, was intended to replace pre-recorded human announcements on some services. While ScotRail initially had no plans to replace Iona, recent developments indicate a shift in their stance. Transport Scotland confirmed that the rail operator is now working to introduce an alternative voice "as soon as practicable."
Concerns from Artists and Passengers
Potter has been vocal about her concerns, urging ScotRail to remove Iona. She emphasized the challenges faced by creative professionals in sustaining their careers, stating that competing with a robotic version of oneself adds "insult to injury." Her sentiments resonate with many in the industry who are worried about the impact of AI on traditional roles.
Passengers have also voiced their dissatisfaction with Iona’s voice, describing it as "weird" and "unnatural" on social media. Despite these criticisms, ScotRail previously maintained that passengers would eventually get used to the AI announcer. However, reports suggest that the company is now actively seeking alternatives.
ReadSpeaker, the company behind the AI technology, uses a text-to-speech system that allows users to input any text and have it spoken aloud in a Scottish accent. Iona is depicted in marketing materials as a red-haired woman in a Scottish landscape, further blurring the lines between AI and human representation.
Legal and Ethical Implications
The dispute between Potter and ReadSpeaker has escalated, with the tech firm claiming it has addressed her concerns multiple times through legal representatives. However, Potter continues to push for the removal of her voice from the AI system, highlighting the emotional toll of having her data used without permission.
Equity, a trade union representing creative industry workers, has raised alarms about the increasing adoption of AI technology. They argue that the use of AI in such contexts poses real concerns for artists and voiceover professionals.
ScotRail has not yet confirmed whether the new voice will be a human recording or another AI-generated voice. The company has declined to provide specific details on when the change might occur but stated that it is continuing to work with ReadSpeaker on the matter. A spokesperson added that they expect to provide a further update in the coming weeks.
The Broader Impact of AI in Public Services
As AI continues to evolve, its integration into public services like transportation raises important questions about ethics, inclusivity, and trustworthiness. Transport Scotland has emphasized its commitment to leading AI development in a way that aligns with these values. However, the case of Iona highlights the need for transparency and consent when using personal data, especially in creative fields.
For now, the debate over Iona’s voice remains unresolved, with stakeholders on both sides advocating for different approaches. As the conversation around AI in public services grows, the lessons learned from this situation could shape future policies and practices.





