B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
42%
42% -- accuracy identifying ai voices for study participants (individual sentences) (2025)
42% of participants could accurately identify generic AI voices when listening to individual sentences.
- Small lab sample size (n=55) across three US cities
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
42%
Unit
Percentage
Data Vintage
2025
Entity
Sample Size
55
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
WPP Media (Choreograph NeuroLab)
Primary
Tier A
https://www.wppmedia.com/news/ai-voices-audio-ads ↗
Source Article
AI Voices in Audio Ads: Unpacking Consumer Trust and Engagement
Research27th Oct 2025•3 minute read
AI Voices in Audio Ads: Unpacking Consumer Trust and Engagement
By Kelechi Nwankwoala and Terence Scroope
The advertising landscape is buzzing with AI, and for good reason. It's transforming how brands connect with consumers, offering opportunities for new kinds o…
Original Research
WPP Media (Choreograph NeuroLab)
· Original study ↗
Methodology
Neuroscience lab study with amp and MediaScience; 55 participants in Chicago, New York, Austin
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
study participants (individual sentences): 42% accuracy identifying ai voices. Source: WPP Media (Choreograph NeuroLab) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-voice-identification-sentences-42
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<blockquote cite="https://lighthousedata.io/data/ai-voice-identification-sentences-42" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>42%</strong> -- accuracy identifying ai voices for study participants (individual sentences)<br><small>Source: WPP Media (Choreograph NeuroLab) (2025) · <a href="https://lighthousedata.io/data/ai-voice-identification-sentences-42" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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