Belgian Voice Actors Fear AI Is Cloning Their Jobs

Belgian voice actors are facing an existential crisis as artificial intelligence voice cloning technology advances at breakneck speed. The trusted voices behind Flemish commercials, documentaries, and animated series now find themselves competing with AI systems that can replicate their unique vocal signatures with a single click — often without their consent. As actor Tom Van Dyck put it, the cruel irony is that the creative industry is “feeding the technology ourselves.”

A Voice Stolen Without Permission

The threat became startlingly real for voice actor Nicolas Cherlet (35), who recently discovered his own voice in a commercial for a real estate agency — a job he never recorded. According to Het Laatste Nieuws, a production house had cloned his voice using AI and used it without authorization. When Cherlet confronted them, he was offered compensation — but also asked if they could continue using his artificial voice in the future.

“When I went to confront them, I was offered compensation, but at the same time asked if they could continue using my artificial voice in the future,” Cherlet said.

The Dutch Precedent

The writing has been on the wall since Dutch actor Diederik Ebbinge (57), known for ‘De Luizenmoeder’ and ‘All in’, lost his long-standing position as the voice of supermarket chain Aldi Netherlands. He was replaced by an AI voice synthesized from recordings of female employees, with the company citing time and cost savings. The case is now seen as a watershed moment for the industry across the Low Countries.

Voices Under Pressure From All Sides

Actor Maarten Bosmans (49) faces a uniquely modern dilemma: both of his professions are simultaneously under threat from AI. His voice is heard daily on Flemish radio and television, but he also works as a city guide in Prague — a job now competing with AI-powered tour guide apps.

“Artificial intelligence is going to cost an enormous number of jobs,” Bosmans said. “I’m realistic enough to realize that human voice work may eventually disappear entirely.”

Production house owner Jeroen Medaer (48), the voice of ‘Big Brother’, confirms that market pressure is already visible. “These are challenging times. I’m not really scared, but I am worried. Because however you look at it: our rights are under pressure.” Medaer notes that more offers are coming in at lower rates, signaling a race to the bottom.

The Soul of the Voice

Not everyone is ready to surrender to the machines. Actor Manou Kersting (64) experienced the surreal reality of AI on set when technicians told him the actors on screen were not real people but AI-generated, and they could adjust lip movements to match his voice. Yet he remains defiant: “AI still has no soul. I can put so many nuances and emotions into my voice that a computer currently cannot achieve.”

Katrien De Becker (55), a veteran voice actor who works across commercials, youth series, and documentaries, offers a more optimistic perspective. “The more artificial our world becomes, the more people may actually crave authenticity,” she said. De Becker notes that some companies that experimented with cheap AI voices have returned to professional actors.

A Legal Gray Zone

The legal framework in Belgium is struggling to keep pace. Training AI on someone’s voice without consent touches on privacy and GDPR legislation, but specific voice cloning laws are still developing. France and the Netherlands are working on stricter regulations to protect even the voices of deceased artists from commercial exploitation.

Meanwhile, some Hollywood stars are taking a different approach. Matthew McConaughey and Michael Caine signed a deal with ElevenLabs in November 2025 to sell AI-generated versions of their voices — with consent and compensation built into the model. As reported by HLN, the deal requires both parties to agree on each use case before AI technology is applied.

Can Flemish Dialects Offer Protection?

Tom Van Dyck suggests that the small Flemish market and the difficulty AI has in replicating Flemish nuances and dialects may offer temporary protection. “Our market is small and many AI voices still sound rather Dutch. Flemish nuances and dialects remain difficult to imitate,” he said. However, this advantage is expected to erode as the technology improves.

What Comes Next?

The market may ultimately split into two tiers: cheap AI mass-production for quick consumption, and premium human-crafted content for brands that value authenticity. As Jeroen Medaer predicts: “You’ll get cheap AI mass-production for quick consumption, but alongside that, a renewed appreciation for authenticity.”

Bosmans hopes for a future similar to the vinyl revival, where craftsmanship is once again valued. “I only hope that one day there will be renewed appreciation for true craftsmanship, as happened with the revival of vinyl records. But then our rights must be well protected.”

The battle between human and machine has definitively arrived in Flanders. While AI evolves at lightning speed, voice actors are betting that audiences will ultimately choose human emotion over digital perfection. As film director Jan Verheyen warned: “AI is no longer science fiction. The technology is evolving at lightning speed and will cost jobs in the short term. We shouldn’t be naive about that.”