Advancements in voice AI have pulled creators into uncharted territory: voice clones and deep fakes. Manually recording clips for video games, shows, and entertainment is time-consuming and expensive, but with voice technology, people can use existing clips to quickly craft custom recordings (of themselves or others) for tailored needs. Amazon has already tapped into this trend with its new Shaquille O’Neal and Melissa McCarthy celebrity voices. And startups like Veritone and Lovo are building their own platforms with licensing and monetization features. But similar to video deep fakes, voice AI is blurring the lines of reality and fantasy, posing important questions on what is and isn’t ethical: when can synthesized recordings be used, and does it need to be disclosed? Who needs to approve use? As a result, the rapid growth and use of this technology spurs the need for the formation of ethical use guidelines and standards.