Wednesday, 05 February 2020 12:16

AWS works with NAB to create ‘Brand Voice’ feature for Polly Featured


Amazon Web Services has announced a new feature in Amazon Polly from its team of AI research scientists and linguists called Brand Voice, an “exclusive, high-quality, Neural Text-to-Speech (NTTS) voice” built to represent a brand’s persona.

“Brand Voice allows you to differentiate your brand by incorporating a unique vocal identity into your products and services. Amazon Polly has been working with National Australia Bank (NAB) to create a unique Brand Voice, using the same deep learning technology that powers the voice of Alexa,” AWS said.

“The Amazon Polly team built a friendly Australian English NTTS voice for NAB, whose persona was carefully crafted to be unique and consistent with their brand persona. This customer service-oriented Brand Voice was launched as part of a broader NAB contact center migration to Amazon Connect, and is the first case of a Polly Brand Voice built for an Amazon Connect customer.”

Laurent De Segur, General Manager of Digital and Assisted Channels at National Australia Bank (NAB), said: “We are looking to Amazon Connect to help us improve the experience customers have when they contact our call centres”.

“For that reason, it was also important that the voice we created using Amazon Polly Brand Voice felt both uniquely NAB and consistent with our position and what our customers expect when they call us.

“We’re thrilled to be a global leader using this voice-first digital innovation – and even more excited to see how our customers interact with the voice and experience as we gradually roll this out.”

Amazon says Polly uses NTTS technology and generative AI techniques to not only create better-quality voices, but also apply or match speaking styles of a persona you want the voice to reflect.

“This deep learning model enables voices to acquire intonation patterns from natural speech data, and reproduce utterances in a similar style or tone. This opens up a breadth of opportunities to create custom voices with a persona or speaking style that your company and brand identify with,” Amazon said.


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Peter Dinham

Peter Dinham is a co-founder of iTWire and a 35-year veteran journalist and corporate communications consultant. He has worked as a journalist in all forms of media – newspapers/magazines, radio, television, press agency and now, online – including with the Canberra Times, The Examiner (Tasmania), the ABC and AAP-Reuters. As a freelance journalist he also had articles published in Australian and overseas magazines. He worked in the corporate communications/public relations sector, in-house with an airline, and as a senior executive in Australia of the world’s largest communications consultancy, Burson-Marsteller. He also ran his own communications consultancy and was a co-founder in Australia of the global photographic agency, the Image Bank (now Getty Images).



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