Singtel banks on AI to tell Singaporean folktale in multiple languages

Singtel has launched “Project NarrAItive”, a storytelling campaign powered by artificial intelligence in celebration of Singapore’s 60th birthday. The initiative was developed in partnership with creative agency Hogarth Worldwide and Ngee Ann Polytechnic’s School of Film & Media Studies. 

Project NarrAItive features seven parents and grandparents of Singtel employees narrating the Legend of Pulau Ubin in their native languages — English, Chinese, Malay, Tamil, Teochew, Hokkien and Malayalam.  

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Utilising AI-powered voice-generation, lip-syncing and generative art technology, their narration is then translated into other languages while incorporating each participant’s natural tone, style and emotion.  According to Singtel, several AI tools were employed to capture the expressions and voice samples of the talents, and also to create animated facial movements, overlay voices and generate unique images. 

In a four-and-a-half-minute film released on Singtel’s YouTube channel, families of the participants expressed their joy and surprise in seeing their loved ones narrate the story in different languages. 

“We wanted to celebrate the rich cultural tapestry that defines Singapore and highlight Singtel’s commitment to building bonds and connections using cutting-edge technology this SG60,” said Lynette Poh, head of marketing and communications, Singtel Singapore.  

“Many of the family members who watched the film, teared seeing their onscreen parent or grandparent communicate so seamlessly in a language they understood and felt a strong sense of connection to them, like never before,” she added.  

“We see AI as a powerful enabler, that can help us to bridge communication gaps and build strong bonds among communities," said Poh.

According to Singtel, this initiative is part of their ongoing collaboration with educational institutions to leverage AI to foster innovation, enhance experiences and drive learning.  The communications technology group had just released a Chinese New Year short film in January titled "Once upon a CNY". Produced with Akanga Films, it features mother and wife Mei employing the help of AI and smart appliances for the festivities. 

Last year, Singtel had also partnered with Hogarth on its “Go Green with the Turtles” campaign, aimed at raising awareness of the impact of e-waste on the environment. 

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