Why “AI Voiceover Shorts” Are Trending SEO Keywords Worldwide
Global audiences crave AI-narrated shorts.
Global audiences crave AI-narrated shorts.
Scroll through any major social platform today, and you’ll notice a distinct, new sonic texture woven into the fabric of short-form video. It’s a voice—clear, paced, and often unnervingly expressive—narrating everything from life hacks and historical deep-dives to absurdist comedy sketches. This is the era of the AI Voiceover Short, a content format that has exploded from a niche production trick into a global SEO and cultural phenomenon. The search volume for terms like "AI voiceover," "text to speech video," and "AI narration" has skyrocketed by over 500% in the past two years, according to industry data, signaling a fundamental shift in how content is created and consumed.
But this trend is far more than a fleeting gimmick. It represents a powerful convergence of accessibility, scalability, and algorithmic favor. For creators, brands, and marketers, understanding the "why" behind this trend is no longer optional—it's critical for capturing audience attention and ranking in an increasingly competitive digital landscape. The rise of AI voiceover shorts is a story about the democratization of content creation, the evolution of user preference, and the relentless pursuit of SEO efficiency. This article will dissect this global trend, exploring the technological catalysts, the psychological drivers, the economic imperatives, and the sophisticated SEO strategies that have propelled AI voiceovers from synthetic novelties to indispensable tools in the modern content arsenal.
The meteoric rise of AI voiceovers in short-form content wasn't a random occurrence; it was the inevitable result of a "perfect storm" created by simultaneous advancements across multiple domains. The barriers to creating engaging, professional-sounding video have been systematically dismantled, and AI voice technology has been the wrecking ball.
Just a few years ago, text-to-speech (TTS) technology was largely characterized by the robotic, monotonous tones of early GPS systems and screen readers. The leap to today's expressive, nuanced AI voices is staggering. This revolution has been driven by deep learning models, particularly WaveNet and its successors, which generate raw audio waveforms that mimic the complexities and cadences of human speech. Companies like ElevenLabs, Play.ht, and Murf.ai have made this technology accessible via simple web interfaces and affordable subscription models.
This shift means a solo creator in a bedroom studio can now access a vocal quality that rivals a professional recording. They can choose from hundreds of voices across different ages, accents, and genders, and fine-tune parameters like stability, similarity, and style exaggeration to create a unique, branded sonic identity. This level of quality and choice was previously the exclusive domain of studios with large budgets for voice actors.
Social media platforms themselves have aggressively integrated AI voice tools directly into their native editing suites. TikTok's "Text-to-Speech" feature, Instagram's "Voiceover" tool, and YouTube Shorts' automatic captioning and voice synthesis options have placed this technology directly in the path of every creator. This in-app accessibility is a critical factor. It removes friction from the creation process; there's no need to switch between apps, manage audio files, or learn complex editing software. A creator can type a script, select a voice, and have a narrated video ready to publish in minutes. This frictionless integration has normalized the use of AI voices, making them a standard part of the content creation toolkit for millions.
In the relentless churn of the attention economy, volume and consistency are key. AI voiceovers are the ultimate scalability tool. Consider a brand or creator who wants to repurpose a long-form blog post or a white paper into a series of short, digestible videos. With a human voice actor, this process involves scripting, scheduling a recording session, editing the audio, and syncing it with video—a time-consuming and expensive endeavor.
With AI voiceover, the same creator can break the text into chunks, generate a consistent voiceover for all clips in a matter of minutes, and use batch processing tools to create dozens of assets simultaneously. This ability to scale content production at an unprecedented rate is a game-changer for SEO and content marketing strategies, allowing for the rapid testing of topics and the domination of niche keyword clusters. As explored in our analysis of how AI travel photography tools became CPC magnets, this scalability is a common thread in AI-driven content trends.
"The native integration of Text-to-Speech on platforms like TikTok didn't just add a feature; it fundamentally altered the pace and texture of content on the platform, enabling a new genre of fast-paced, information-dense videos." — Social Media Today
This trifecta—technological quality, platform integration, and production scalability—created the foundational conditions for the AI voiceover trend to ignite. It transformed a complex production task into a simple, repeatable, and massively scalable process, empowering a new wave of creators and forcing established players to adapt or be left behind.
On the surface, one might assume that the preference for AI voiceovers is purely a creator-side convenience. However, the trend's sustained virality points to a deeper, more nuanced psychological appeal for the audience. The success of AI narration is not in spite of its artificiality, but in some cases, because of it.
The human brain is wired for efficiency. AI voices, particularly the popular, calm, and evenly-paced ones, offer a unique form of cognitive ease. They are consistent, devoid of the verbal tics, emotional fluctuations, and background noises that can sometimes accompany human narration. This consistency creates a predictable and low-effort listening experience, allowing the viewer to focus their cognitive resources on the visual information and the core message of the video. This is especially potent for educational, explainer, or tutorial content ("how-to" videos), where clarity is paramount. The AI voice becomes a neutral conduit for information, reducing cognitive load and enhancing comprehension.
Many of the most popular AI voices possess a smooth, slightly melodic quality that borders on the autonomous sensory meridian response (ASMR) experience. While not intended to trigger tingles, this vocal quality is inherently soothing and pleasant to listen to. It creates a comforting, almost hypnotic rhythm that keeps viewers engaged through longer monologues or complex information. Furthermore, this consistency builds a powerful branded audio cue. When a creator consistently uses the same AI voice, it becomes an integral part of their channel's identity. Followers begin to associate that specific voice with the creator's content, building a subconscious familiarity and trust that is a key component of why humanizing brand videos go viral faster—even when the voice itself isn't human.
Conversely, AI voices are also used for comedic and ironic effect. The juxtaposition of a dry, robotic voice delivering absurd, emotional, or wildly inappropriate commentary creates a unique comedic tension. This "deadpan" delivery is a classic comedic technique, and AI voices execute it perfectly. Meme culture has fully embraced this, with specific AI voices becoming characters in their own right. This ironic detachment allows creators and audiences to engage with content on a meta-level, sharing in the joke that a machine is narrating their human experiences. This trend is visible in the parallel rise of funny behind-the-scenes moments as SEO keywords, where authenticity and humor blend.
The psychological relationship between audience and AI narrator is complex. It's not a simple replacement for human connection but rather a new form of parasocial interaction. The AI voice is a blank slate onto which viewers project their own interpretations—seeing it as a trustworthy teacher, a comforting presence, or a hilarious co-conspirator. This multifaceted appeal is a core reason why the trend has such broad and lasting power.
For a trend to achieve global SEO significance, it must align with the fundamental goals of modern search and recommendation algorithms. AI voiceover shorts don't just happen to be popular; they are structurally optimized for discovery in the current digital ecosystem. The format actively feeds the algorithms that power Google, YouTube, TikTok, and Instagram, creating a powerful positive feedback loop.
At their core, platform algorithms are designed to maximize user engagement, with a primary metric being watch time. AI voiceovers directly contribute to this in two key ways. First, they make content accessible to a wider audience, including those who are visually impaired, are in sound-sensitive environments, or speak the video's language as a second language. Clear, well-paced narration with complementary on-screen text keeps viewers watching longer. Second, the predictable pacing and structure of AI-narrated videos often lead to higher retention rates. Viewers aren't tuning out due to a distracting vocal performance or poor audio quality, which signals to the algorithm that the content is high-quality and worthy of promotion to a broader audience.
This is perhaps the most significant SEO advantage. The script for an AI voiceover is, by its nature, a text-based document. This script is a pristine source of keyword-rich content that search engine crawlers can easily index. Unlike a human-spoken video, where automated transcription can introduce errors and miss nuances, the AI script is the exact, perfect representation of the audio.
Creators can strategically embed primary and long-tail keywords directly into the narration. When this audio is paired with on-screen text, closed captions, the video title, and the description, it creates a dense, multi-layered semantic field that search engines interpret as highly relevant and authoritative for those search terms. This is a direct parallel to the strategies seen in how food photography shorts became CPC magnets for restaurants, where visual and textual SEO are tightly integrated.
Google's evolution into an "answer engine" means it prioritizes content that directly and clearly answers user queries. The concise, scripted nature of AI voiceover shorts makes them perfect for this. They often follow a problem-solution or Q&A format, providing a clear, digestible answer in under 60 seconds. This structure aligns perfectly with Google's featured snippets and video carousels. Furthermore, the text-based script allows for easy implementation of schema markup (like VideoObject schema), giving search engines even more structured data to understand and rank the content. This technical SEO advantage cannot be overstated.
"Google's systems are increasingly adept at understanding video content, but providing a clean, accurate transcript is like giving them a roadmap. AI voiceover scripts are, effectively, perfect transcripts created before the video is even made, offering a significant indexing advantage." — Search Engine Journal
In essence, the AI voiceover short is an algorithm-friendly format by design. It enhances accessibility for longer watch times, provides a perfect text-based footprint for crawlers, and structures information in a way that search engines reward. It’s a format that speaks the algorithm’s language, both literally and figuratively.
From the perspective of the individual creator, the small business, or the large media company, the adoption of AI voiceovers is driven by an undeniable economic logic. It fundamentally alters the cost-benefit analysis of video production, unlocking new levels of efficiency, testing, and global reach that were previously unimaginable.
The most immediate advantage is the drastic reduction in production cost and time. Hiring a professional voice actor can cost anywhere from $100 to $2,500 per project, involving contracts, negotiations, and multiple rounds of revisions. AI voiceover services, in contrast, offer unlimited generation for a flat monthly subscription fee, often as low as $10-$50. The time savings are even more profound. What used to be a multi-day process—writing a script, finding a talent, recording, and editing—is now compressed into minutes. This efficiency allows creators to reallocate resources towards higher-value tasks like research, visual storytelling, and promotion, a strategy also employed in how virtual sets are disrupting event videography.
In the data-driven world of digital marketing, the ability to test and iterate is paramount. AI voiceovers make A/B testing of video content incredibly facile. A creator can take the same script and generate versions with a different vocal tone (authoritative vs. conversational), a different gender, or even a different accent. They can then publish these variations to see which one resonates more strongly with their audience in terms of retention, engagement, and conversion. This level of agile testing with audio was previously cost-prohibitive and logistically complex.
For creators and brands looking to expand their international footprint, AI voiceovers are a game-changer. Advanced TTS platforms offer high-quality voice generation in dozens of languages and dialects. A company can create a successful video in English and, within hours, produce localized versions for Spanish, Portuguese, Hindi, or Japanese audiences—all with a consistent, professional vocal quality. This eliminates the challenge of finding and managing voice talent in multiple countries and allows for a cohesive global content strategy. This approach to scalable, multilingual content is becoming a standard for viral campaigns, much like the travel vlog that made a country trend on TikTok.
The economic implications are clear: AI voiceovers lower the barrier to entry, empower data-driven optimization, and open up global markets. This creates a "gold rush" mentality, where creators who master this tool first can rapidly build audience share and out-compete those relying on traditional, more resource-intensive production methods.
The application of AI voiceovers is not uniform across all content genres. Certain categories have emerged as clear leaders, where the format's strengths are perfectly matched to the content's goals. Understanding these categories provides a blueprint for creators looking to leverage this trend effectively.
This is the undisputed king of AI voiceover territory. Channels dedicated to history, science, technology, and personal finance have thrived using this format. The combination of dense, factual information delivered in a clear, neutral tone over engaging B-roll or dynamic graphics is a proven winner. The AI voice lends an air of authority and objectivity, making complex topics more approachable. The script-heavy nature of this content makes it ideal for the format, and the ability to pump out multiple videos daily on current events or trending topics is a massive advantage.
The "r/AskReddit" or "Storytime" genre is a pillar of YouTube Shorts and TikTok. These videos feature a compelling story from Reddit, Quora, or other text-based forums, narrated over relevant (and often looped) footage. The AI voice is perfect for this. It can handle the long-form text effortlessly, and its consistent delivery allows the story itself to be the star, without the narrator's personality overshadowing the narrative. This category demonstrates the power of repurposing existing text content into highly engaging video, a key SEO strategy.
"5 Habits of Billionaires," "10 Cooking Hacks You Need to Know," "3 Ways to Optimize Your Morning Routine." The listicle format is perfectly suited for AI narration. The voice can clearly and concisely enumerate each point, while the video provides a visual demonstration. The structured, scannable nature of this content aligns with short attention spans and is easily digestible, leading to high completion rates that algorithms favor.
As mentioned earlier, the ironic use of AI voices is a genre in itself. The deadpan delivery of surreal, humorous, or darkly comic scripts creates a unique aesthetic that has become incredibly popular in meme culture. The AI voice is an active participant in the joke, and its specific cadence has become a recognizable comedic trope. This mirrors the virality found in why funny pet weddings became YouTube favorites, where the unexpected delivery is central to the appeal.
Brands are increasingly adopting AI voiceovers for social media ads and product demonstration shorts. It ensures a consistent brand voice across hundreds of assets, allows for rapid iteration on ad copy, and significantly reduces production costs for high-volume campaigns. For technical products or software tutorials, the clear and error-free narration is particularly valuable. The strategic use of this format can be as impactful as a well-executed corporate animation that goes viral.
Creating a successful AI voiceover short is not as simple as pasting any block of text into a synthesizer. The most viral and high-ranking videos follow a disciplined, SEO-first framework that optimizes every element for both the audience and the algorithm. This framework turns a simple narration into a powerful discovery engine.
The architecture of a high-performing short is brutally efficient. It must capture attention within the first two seconds.
The script is your primary SEO weapon. Begin with thorough keyword research to identify primary and secondary terms. Weave these keywords naturally into the narration, especially in the hook and the solution. But go beyond simple keyword stuffing. Use semantically related terms to build context. For a video targeting "AI voiceover shorts," the script might also include phrases like "text to speech video," "generate AI narration," "TikTok voiceover," and "YouTube Shorts script." This creates a rich topical context that search engines use to understand and rank your content, a technique also vital for ranking in competitive niches like luxury fashion editorials.
The AI is a tool, and the writer is the craftsman. How you write the script directly impacts the final delivery. Use punctuation strategically to control the pacing of the AI voice. Commas for brief pauses, periods for full stops, and ellipses for... a more dramatic pause. Write in short, punchy sentences. Avoid complex, nested clauses. Read the script aloud yourself to check for flow. When generating the voice, don't be afraid to experiment with the voice settings. A slight adjustment in "speed" or "stability" can transform a robotic read into a compelling, authoritative narration. Mastering this is as crucial as mastering fashion photography lighting setups is for a photographer.
By adhering to this structured framework—a compelling narrative arc, a keyword-optimized script, and careful attention to vocal pacing—creators can systematically produce AI voiceover shorts that are not only engaging to watch but are also perfectly engineered for search and discovery. This is where art meets science in the new era of content creation.
As AI voiceover technology becomes more sophisticated and ubiquitous, it ventures into a complex ethical landscape. The very features that make it powerful—its realism, scalability, and ease of use—also make it a potent tool for misuse. Navigating this crossroads is essential for any creator or brand that wants to build sustainable trust and avoid the significant reputational and legal pitfalls associated with synthetic media.
The most glaring ethical concern is the potential for AI voices to be used in misinformation campaigns and malicious deepfakes. With just a few minutes of sample audio, some advanced AI models can clone a person's voice with startling accuracy. This technology can be used to create fraudulent statements from politicians, fake ransom calls from family members, or damaging false narratives about public figures. The potential for social unrest, financial fraud, and character assassination is immense. While creating a full video deepfake is still complex, the audio component has become dangerously accessible. This challenges the very notion of "hearing is believing," forcing a new level of media literacy and skepticism upon the public. The viral nature of such content, similar to the mechanisms behind a corporate Zoom fail that goes global, means misinformation can spread at an unprecedented scale before it can be debunked.
The creative industry is grappling with the copyright implications of AI voice generation. When an AI is trained on a dataset of human voices, who owns the resulting synthetic voice? Is it a derivative work? Can a voice actor's unique vocal signature be protected? Several high-profile legal cases are already challenging the use of copyrighted material to train AI models without consent or compensation. For the voice acting community, this technology represents an existential threat. Why would a studio pay a union rate for a human actor when it can purchase a subscription for an AI that can work 24/7, never make a mistake, and mimic any style? This displacement of skilled professionals is a serious economic and ethical issue. The debate mirrors concerns in other creative fields, such as the impact of generative AI tools on post-production roles.
Perhaps the most immediate ethical consideration for everyday creators is transparency. Should you disclose that a video uses an AI voiceover? While platforms do not currently mandate this, failing to do so could be seen as deceptive, especially if the creator has previously used their own voice. Audience trust is the most valuable currency in the digital space. If viewers feel tricked upon discovering a narrator isn't human, that trust can be instantly shattered. Best practice is moving towards clear disclosure, either in the video itself ("This narration was generated with AI") or in the description. This builds a foundation of honesty and sets clear expectations, turning a potential negative into a point of technological savvy and transparency. This commitment to authenticity is as crucial as the human stories that outrank corporate jargon.
"The rise of synthetic media demands a new ethical framework for creators. The question is no longer just 'can we do it?', but 'should we do it?' and 'how can we do it responsibly?' Transparency is the first and most crucial step in building trust in this new era." — The Verge
Proactively addressing these ethical concerns is not just about risk mitigation; it's a strategic advantage. Creators and brands that champion ethical AI use, advocate for voice actor rights, and practice radical transparency will differentiate themselves in a crowded and increasingly skeptical market.
Choosing the right AI voiceover platform is a critical decision that directly impacts the quality, efficiency, and brand identity of your content. The market has evolved from basic text-to-speech readers to sophisticated audio production suites. Here’s a detailed breakdown of the top-tier platforms, categorized by their primary use-case and strength.
Widely regarded as the gold standard for voice realism and emotional range, ElevenLabs has set a new benchmark in the industry. Its proprietary deep learning models excel at capturing the subtle intonations, breaths, and rhythmic variations of natural human speech.
Murf positions itself as more than just a voice generator; it's an integrated studio for adding voiceovers to videos, presentations, and podcasts. Its strength lies in its user-friendly interface and robust feature set that caters directly to business and marketing needs.
If your primary goal is to reach a global audience, Play.ht offers one of the most extensive and authentic collections of regional accents and languages. Its focus on hyper-realistic, geographically-specific voices makes it a powerhouse for localization.
For creators who prioritize speed and simplicity above all else, the native text-to-speech features within TikTok, Instagram Reels, and editors like CapCut are more than sufficient.
The choice of platform ultimately depends on the creator's specific needs: unparalleled quality (ElevenLabs), an integrated marketing suite (Murf.ai), global reach (Play.ht), or maximum speed and convenience (In-App Tools).
While "AI Voiceover Shorts" are the current headline trend, the underlying technology is rapidly expanding into a vast ecosystem of applications that are reshaping entire industries. The utility of synthetic speech extends far beyond 60-second videos, creating new paradigms for content consumption, customer interaction, and personalization.
The audiobook industry, traditionally constrained by the high cost and long production timelines of human narration, is being transformed by AI voices. Publishers can now turn a manuscript into a finished audiobook in a matter of days instead of months, and at a fraction of the cost. This allows for the monetization of back-catalog books that were previously not viable as audiobooks and enables rapid publication of time-sensitive non-fiction. Similarly, in e-learning, AI voices allow for the easy creation and, more importantly, the easy updating of course materials. If a piece of information changes, the script can be modified and a new, perfectly consistent voiceover can be generated instantly, without needing to re-book a voice actor. This dynamism is crucial for political campaign videos and other time-sensitive educational content.
The video game industry is leveraging AI voice for dynamic, non-player character (NPC) dialogue. Instead of pre-recording a limited set of lines, developers can use AI to generate infinite conversational variations in real-time, creating a more immersive and unpredictable gaming experience. This technology also powers interactive voice response (IVR) systems for customer service, creating more natural-sounding and less frustrating automated phone menus. The next frontier is real-time translation for live conversations and video calls, where an AI can speak in your voice but in another language, effectively breaking down language barriers in real-time.
Voice cloning technology allows individuals and brands to create a unique, owned audio asset. A company founder can clone their voice to narrate all corporate training and communication, ensuring brand consistency at a global scale. An author can clone their voice to narrate their own audiobooks without the physical strain of long recording sessions. For individuals with degenerative speech conditions, voice cloning offers a way to preserve their natural voice for future use with assistive communication devices. This personalization is the ultimate extension of professional branding, moving from visual headshots to sonic identities.
"We are moving from a world where voice is recorded to one where it is generated. This shift will be as profound as the move from handwritten script to movable type, enabling new forms of storytelling, interaction, and personal expression that we are only beginning to imagine." – Andrej Karpathy, former AI Director at Tesla
The expansion of AI voice technology is a testament to its foundational utility. It is not a feature confined to social media apps but a core utility that is rewiring how we create, learn, play, and communicate.
The current state of AI voiceover is impressive, but it is merely the first chapter. The next five years will see breakthroughs that will make today's technology seem primitive. The future soundscape will be characterized by emotional intelligence, real-time interactivity, and seamless multimodal integration.
The next generation of AI voices will move beyond mimicking tone to truly understanding and conveying emotion and context. Models will be trained to analyze the semantic meaning of a script and adjust delivery accordingly—sounding somber for a tragic story, excited for a celebration, or sarcastic for a comedic bit. They will understand narrative arc, placing emphasis on the right words and pausing for dramatic effect with the intuition of a seasoned actor. This will be powered by massive context windows in underlying models like GPT-5 and beyond, allowing the AI to understand the broader narrative, not just the sentence it is currently speaking. This will be key for creating the kind of deeply engaging NGO storytelling campaigns that dominate social shares.
We are on the cusp of real-time, low-latency AI voice generation. This will unlock truly interactive experiences. Imagine a video game where you can have a natural, unscripted conversation with any character, or an AI tutor that can generate explanations and answers in its own voice on the fly. In social media, this could enable live-streaming with an AI co-host that generates commentary in real-time based on chat activity. This moves content from a pre-recorded, static format to a dynamic, living interaction, a trend that aligns with the move towards real-time editing for social media ads.
Just as OpenAI's Sora generates video from text prompts, the future will bring a "Sora for Sound"—a single model that can generate a complete, layered audio track from a simple description. A prompt like "a 30-second podcast intro with an optimistic, deep-voiced male narrator, upbeat background music, and the sound of a gentle keyboard typing" would produce a finished, mixed audio file. This will be part of a larger shift towards multimodal AI, where a single prompt generates the script, the voiceover, the video, and the background score simultaneously, collapsing the entire content creation pipeline into a single, conceptual step.
Future platforms will use AI to personalize not just the content you see, but the voice you hear. An educational app could analyze your learning style and present information in a calm, slow voice if you're stressed, or a brisk, energetic one if you're engaged. A news aggregator could read articles to you in the cloned voice of your favorite journalist. This level of hyper-personalization will make content more accessible and engaging, fundamentally changing the user's relationship with digital information.
The future of AI voice is not just about better-sounding robots; it's about creating dynamic, empathetic, and interactive sonic experiences that are deeply integrated into the fabric of our digital lives.
The massive audience engagement driven by AI voiceover shorts has created a fertile ground for monetization. For creators, brands, and entrepreneurs, understanding how to convert this trend into sustainable revenue is the final, critical piece of the puzzle. The business models are as diverse as the content itself, ranging from direct ad revenue to sophisticated B2B software services.
For individual creators, the primary monetization paths are well-established but amplified by the efficiency of AI voice production.
A significant opportunity lies in offering AI voiceover content as a service. Marketing agencies and freelance specialists can build lucrative businesses by helping brands leverage this trend.
The trend itself creates opportunities for ancillary businesses.
The monetization potential of the AI voiceover trend is vast and layered. Whether you're a creator chasing virality, an agency selling scalability, or a developer building tools, the wave is creating new economic opportunities that reward speed, quality, and innovation.
The global surge in "AI Voiceover Shorts" is far more than a passing algorithmic quirk. It is a profound and permanent shift in the content creation paradigm. We have moved from an era where high-quality video narration was a significant barrier to entry to one where it is a democratized, scalable, and strategically potent tool. This trend represents the convergence of technological advancement, psychological engagement, and algorithmic optimization, creating a perfect storm that has reshaped the digital soundscape.
From the ethical responsibilities we must shoulder to the sophisticated technical platforms we can leverage, and from the expansive new applications to the lucrative monetization models, the AI voiceover revolution is multifaceted. It demands that creators and marketers be not only skilled storytellers but also savvy technologists and ethical practitioners. The future belongs to those who can harness the power of synthetic speech not as a cheap substitute, but as a creative partner—to enhance human storytelling, not replace it.
The voice of the new digital era is here. It is clear, consistent, and capable of speaking every language. It can educate millions, tell stories that captivate the globe, and build brands that resonate across cultures. The question is no longer if you should use it, but how you will use it to find your own unique voice in the chorus.
The theory is powerful, but the real transformation begins with action. The barrier to entry has never been lower, and the potential for impact has never been higher.
The microphone to the world is now available to everyone. It's your turn to speak up.