Yeah, so, you’ve probably heard about the AI formats created by a group of radio veterans, complete with AI jocks and turnkey, generic “radio” produced by computers, removing the human connectivity element from a medium built on exactly that.
If you’re a music jock, you may think your days are numbered, and you may be right, but you should have known that by now and planned accordingly. Let’s be honest with ourselves, too: if you owned radio stations right now, you’d probably be seriously considering replacing live or even voice-tracked programming with an AI format, because we’re experiencing late-stage mass media, and every dollar you save is welcome. That doesn’t speak well of the radio industry, but it’s the truth, whether you like it or not.
Most of my radio career revolved around news, talk, and sports radio, and when I heard about this format thing, I wondered whether anyone is looking at AI spoken-word formats. The pitch to station owners might be irresistible: no more talent costs, no more inventory given to syndicators, just (ostensibly) serviceable talk programming or news wheels and more inventory to sell—not that they’re selling what they have now, but it’s the potential that sells the idea. Could it happen? When? And what would it sound like?
First answer: yes, it could happen. AI already enables anyone to create deep-fake videos; creating a “host” who would suck up material from websites and social media, spit out monologues, and even interact with callers can’t be far behind. There are already plenty of news aggregators using AI to “write” stories and social media posts.
There’s no reason there couldn’t be an AI sports format based entirely on Xitter posts, although the result might violate indecency rules unless they can filter out Philadelphia, New York, and Boston sports takes.
On a technological basis, there’s nothing preventing a spoken-word AI format from being created, and, these days, business seems to run on the philosophy that if it can be done, it will be done, even if it SHOULDN’T be done.
When will this happen? I’m surprised nobody’s announced an AI talk format yet. You KNOW someone’s going to try it. Wouldn’t radio station owners be happy to take AI talk formats, where you can pick your political stance and the kinds of topics you want, and just let the computer generate the entire package? The answer is, obviously, yes.
Will it sound good? We don’t know yet, but I think it’ll be terrible. Talk radio is as much about the host’s personality as it is about politics. I suppose there are listeners who just want to hear someone—anyone—talking about the news, but personality is what radio always offered and podcasts offer today. Would you rather hear an entertaining, trusted (for better or worse) host regurgitating talking points or a computer simulating a human voice regurgitating talking points? Wait, that doesn’t sound good either way. Let it suffice to say that, in theory, humans are better at this kind of thing than AI.
For now, at least. I’m not convinced that AI is going to be the goldmine investors are touting, and I’m not sold on AI being undetectable. But the average person may not be able to tell the difference between a real person’s voice and a synthetic voice, and we know that there’s a large number of people who don’t care, as long as they hear things that confirm their opinions.
However, human hosts can judge which way public opinion is turning faster and better than AI, and, well, how do you train an AI platform to be entertaining and relatable? And what kind of professional in any field would voluntarily train AI to ultimately take their job, no matter how much money they’re offered?
I suppose everyone has a price, like the comics who went to Riyadh, but I don’t think AI companies will pay life-changing money for talk radio people.
I guess we’ll find out soon enough. In the meantime, remember, it’s not just music radio in the crosshairs. AI is coming for you, too. Proceed accordingly.
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