Babies don’t need perfect rhythm or rhyme in lullabies; they just need their mother’s voice. But what if a mother is speech-impaired and can’t sing to her little one? Alembic CSR arm and Havas Life Mumbai turned to generative AI to create lullabies using the voices of these mothers.
Alembic and Havas Life Mumbai AI tool to help mothers for Lullabies
Babies don’t require perfectly rhythmic or rhyming lullabies; they just need the soothing sound of their mother’s voice. But what if a mother is speech-impaired and unable to sing to her child? Alembic’s CSR arm and Havas Life Mumbai have harnessed generative AI to create lullabies in the voices of these mothers.
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Project Overview
Consider this an ode to LullabAI.
LullabAI converts short voice samples from speech-impaired mothers into soothing lullabies. By employing advanced data cleaning, augmentation, and model training techniques, LullabAI captures the essence of a mother’s voice and applies it to a collection of pre-recorded lullabies. Currently, these lullabies are available only in Hindi, but plans are underway to include other languages in the near future
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Challenges and Collaborators
The main challenge of this project was the lack of available data. For example, using generative AI to make Kishore Kumar sing a modern Bollywood song is relatively simple because the technology has access to his vocal samples, frequency, and pitch, among other required elements. However, there is very limited data on speech-impaired mothers.
This project was not just the brainchild of Alembic CSR and Havas Life Mumbai. It also involved the collaboration of Pune-based tech company Perpetual Block, which specializes in generative AI, sound designer Anmol Bhave, and Brandmusiq, described by its founder, Rajeev Raja, as a “creative agency of sound.”
Campaign Background and Goals
This initiative is the third phase of Alembic Pharmaceuticals’ “For Her, With Her” umbrella campaign. Phase one focused on heavy menstrual bleeding, while the second phase addressed anemia. Artica Rajpal, Associate VP and Business Head at Alembic Pharmaceuticals, stated, “This initiative is a beautiful example of using technology to enhance lives and promote inclusivity. We believe every mother deserves to share her unique voice with her child, and ‘LullabAI’ makes that possible.”
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Technology and Development
The platform uses re-imagined AI technology to convert short voice samples from speech-impaired mothers into lullabies. By applying advanced data cleaning, augmentation, and model training techniques, LullabAI captures and applies the mother’s voice to a library of pre-recorded lullabies. The personalized lullaby is then available for the mother to play for her baby anytime. This platform was developed over six months in collaboration with Perpetual Block, a Pune-based tech company specializing in emerging technologies, Rajeev Raja, Founder and Soundsmith at Brandmusiq, and sound designer Anmol Bhave.
User Experience
When a mother logs into the platform, she can choose from a library of lullabies. She then provides a 30-second voice sample, which is cleaned, augmented, and used to apply her unique voice texture to the selected lullaby. The final personalized lullaby is added to her playlist, allowing her to “sing” to her baby in a way that is uniquely her own.
What do experts have to say about this campaign?
During the AI platform’s press conference, Sachin Talwalkar, chief creative officer, Havas Life Mumbai, said, “90% of great campaigns are great executions” and revealed once he had the idea and got the green signal, he and Raja spent months brainstorming to come up with the proof of concept. “It is the first of its kind in the world,” claims Talwalkar.
Conclusion
In a world where technology often seems impersonal, LullabAI stands as a powerful testament to how innovation can foster connection and inclusivity. By using generative AI to give speech-impaired mothers the ability to sing lullabies to their babies, Alembic’s CSR initiative, in collaboration with Havas Life Mumbai, Perpetual Block, Brandmusiq, and Anmol Bhave, has created a meaningful intersection of technology and humanity. This project not only showcases the potential of AI to bridge gaps in communication but also emphasizes the profound bond between a mother and her child. LullabAI is a beautiful reminder that every mother deserves to share her voice with her child, and with continued efforts and expansion into other languages, this initiative is set to touch countless lives across the globe.
