Key Takeaways
Audiences expect that media will use AI. In fact, many already believe broadcasters are using AI or that they’ve experienced AI on the air.
Audiences believe AI will help media to choose better news stories, better music, better content between the songs, improve the accuracy of weather forecasts, and improve the quality of commercials.
They want full disclosure. Both news and audio consumers will happily engage with AI, but you should be open about how AI is being used to create your content. This can be done creatively (such as AI Ashley) and doesn’t need to be overly formal, but it needs to be openly disclosed to build trust with audiences.
Podcasts are a huge opportunity, especially for news. 90% of audio consumers listen to a podcast at least weekly, and 89% listen to news and information content.
Audio consumers are ready for AI-generated voice content on the air. They are comfortable with AI filling in during unmanned dayparts.
Now that we know the ways in which audiences think AI can help improve the media they consume, we should be thinking about new ways to promote our AI usage in a way that aligns with their perceived benefits.
As an industry, broadcasters have been stuck with 90% process and 10% creativity. AI holds the promise to invert the current ratio by handling repetitive tasks and processes in content creation, enabling us humans to focus on innovation.
