AI voices continue to divide radio listeners. New research suggests disclosure can change audience perception.
What We Know: Crowd React Media’s latest study examined how listeners perceive AI-generated voices compared to human voiceover talent. While AI performed competitively in many areas, listeners consistently rated human voices higher for energy, comedy, and relatability or friendliness. Overall, respondents also reacted more favorably to messages delivered by human voices. However, the study found that opinions shifted once listeners learned the voices they heard were generated by AI instead of humans. Although 44% of respondents expressed at least some level of positivity toward AI voices, that support didn’t fully translate into favorable views of stations using the technology.
What the Numbers Show: The Crowd React Media study found that 25% of respondents were very positive about AI-generated voices, while another 19% were somewhat positive. Meanwhile, 13% said they were very negative and another 13% were somewhat negative, with 30% remaining neutral. Even so, listeners viewed stations using AI voices less favorably after learning the technology was involved. According to the survey, 33% said they’d feel less favorable toward a station using AI voices, compared to just 21% who said they’d feel more favorable. Another 47% said it would make no difference.
What Remains Unclear: The findings don’t explain whether negative reactions would affect actual listening habits or advertiser support. Likewise, the research doesn’t indicate whether opinions would soften as AI voices become more common across radio, podcasting, and other audio platforms. It’s also unclear whether local personalities would receive different reactions than syndicated or promotional voiceovers.
What It Means: Radio companies continue searching for ways to reduce costs and increase efficiency, and AI voice technology offers an attractive option. However, this research suggests broadcasters should weigh potential savings against audience perception. Even listeners who generally accept AI appear hesitant when stations replace human voices, reinforcing that authenticity and personality remain valuable competitive advantages for broadcasters.
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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.