At the BNM Summit in New York last week, one of the biggest names in news/talk radio — Glenn Beck — revealed that he and his team are working on indexing his entire catalogue of shows in an AI software program, eloquently dubbed “Glenn AI.”
That revelation makes all the sense in the world. It allows Beck and his producers to quickly find any topic he’s discussed in the past, pull it up, and do whatever they want with it. Whether they want to showcase how he’s been consistent with an opinion on a certain topic or subject, whether he was wrong on the same item, or how he reacted to certain high-profile news events, it is a useful and powerful tool to have at one’s disposal.
At the same time, Beck was asked if he would ever utilize the AI technology, which would be trained exclusively by his content, to create content, whether it be a radio segment, a podcast, or a digital video component.
The news/talk radio legend wasn’t shy in his answer, saying that he would absolutely consider utilizing AI-generated content if he knew that it was only being created by his specifically developed program. He did share, however, that he didn’t believe the technology was powerful enough or currently good enough to utilize in an on-air or front-facing capacity yet.
The precedent has been set on both sides of the coin, so to speak. Earlier this year, Saga Communications announced it would be ending its contracts with voiceover artists and instead use AI-generated voices for its station imaging. Meanwhile, others have stated that they would never utilize AI-generated content, including Dave Ramsey, who said last year, “We’re using principles where you’re not going to hear an AI-generated voice out of Ramsey. We’ve made that decision.”
Some in attendance were surprised that Beck would admit that he would use AI to create such content. I spoke with three news/talk radio hosts and program directors — who were granted anonymity to speak more freely on the subject — to gauge their reactions to Beck’s statements, and to question whether or not they would allow their talent or stations to act similarly.
“It’s too early to answer that question, because Glenn’s right. The AI — at least that I’ve seen and heard — isn’t good enough to be used on air,” one program director told me. “These are questions we need to have answers for now, rather than later, because when AI is good enough to be used on air, we’ll need to have answers for what we’re going to do.”
One brand leader I spoke with used an interesting analogy to discuss the use of AI as a replacement for their own content.
“I have a friend who was a serial filanderer,” the longtime news/talk programmer began. “He was guilty of having several affairs. And he once told me that he had two thoughts after the first time he cheated on his wife. On one side, he knew it was wrong and should never do it again. The other thought? ‘That was really easy to get away with.’
“I tell you that story because I think this is similar. If you think you can do it and no one will ever find out, you’re much more likely to do it.”
That programmer later shared that they believed that their stance would be that any content generated by AI would come with a disclaimer that it wasn’t actually from the talent that the audience was hearing, and was in fact artificially generated.
A host I spoke with agreed that the temptation might be too much to pass up.
“It’s a slippery slope, but one I don’t know can be avoided,” they argued. “Being a radio host is now a 24/7 job. You’re always looking for content. Show prep is a permanent job. Burnout is something I think we all deal with. So, if a news story happens on the weekend, or at night when you’re already in your PJs getting ready for bed, I think knowing that AI could create a podcast addressing that breaking news would be difficult to say no to. Especially if the audience was none the wiser. The demand on hosts now, I think, is growing to where you’re going to need help to do everything that’s asked of you.”
That host added that they would feel more inclined to utilize AI in digital aspects rather than their radio show, believing in the sanctity of their AM/FM radio show. They cautioned that, should the AI prove to be good enough at replicating their stances, voice, and cadence, broadcasters would quickly realize “They won’t need me anymore.”
That host also shared that a way to protect hosts from being at risk of replacement by AI was by having more interactions with callers, noting that they believed that could potentially be the most difficult aspect AI would struggle to replicate, rather than delivering a monologue on a given topic.
As he mentioned that he would be open to allowing AI to create content for him and his programs, Glenn Beck did not share more details on whether or how he would label any potential content created by the technology. He also did not give a firm timetable on when he felt as if the AI-powered programs utilized by his team would be good enough to create said programming.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.
The fact that using fake “personality” voices is even discussed just means that radios demise will come sooner rather than later. The last bit of hope for radio and the one thing that radio can do better than streamers is featuring real personalities front and center. It’s the one and ONLY advantage radio has. Radio is the only business where “race to the bottom” is in the gameplan even when the proper FIX is obvious to all.