“Look,” the voice of Jordan Peterson says in a YouTube video. “If you had one shot, or one opportunity, to seize everything you ever wanted in one moment—Would you capture it? Or just let it slip?”
It sounds like something the author of 12 Rules for Life might say, assuming he’s a fan of Eminem’s classic 2002 track, “Lose Yourself.” But Peterson, a controversial Canadian professor known for his lectures about a supposed “crisis in masculinity,” isn’t actually saying any of these things. It’s a voice generated using machine learning techniques to make it sound like he’s rapping.