Place it in the middle of a fail edit, after a cartoon slip and before a sad violin sting, with an oh my god wow reaction opening the sequence so each beat lands in turn.
About this sound
The clip is a short human voice crying out 'ai' four times before stretching the last one into a long, drawn-out 'aaaaai' that lasts just under three seconds. It sounds like someone reacting in real time to pain, embarrassment or a shock they did not see coming. The feeling is comic distress, loud and over-the-top enough to turn a small mishap into a melodramatic moment.