The AI Threat

August 7, 2025

Oh boy – more good news for radio! Recently Microsoft released a study listing jobs that are most vulnerable to artificial intelligence. Coming in at #10 (with a bullet) was “Broadcast announcers and radio DJs”.

Sanoma, a local Finnish broadcaster, is using AI to tailor 26 different weather reports for specific regions.

You are likely familiar with KBFF in Portland and their use of “Ashley AI” in their on-air presentations.

In those two examples the broadcasters are not trying to deceive their listeners. Both Sanoma and KBFF identify these fake voices as being AI generated.

While we can debate whether or not it is appropriate for radio to use AI voices instead of real people, at least in these two examples the broadcasters are transparent.

Then you have CADA, a Sydney based radio station, debuted a midday show called Workdays with Thy. Alas, they chose not to identify this ersatz “personality” as such and their listeners were none too pleased.

We’ve been dealing with robo calls and automated switchboards for decades. While those voices have become more realistic in their sound we know they are not real. (I accused one of being a robot recently and it responded with: “Oh, there must be something wrong with my microphone.” I hung up.)

Since the industry has been deregulated there has been a long, slow drain of not only talent but opportunities for the talent that is still here (See last week’s Hot Topic for more on this).

We have eliminated fringe and part-time air shifts and turned them into jukeboxes, syndicated wastelands or voice tracked place holders. This despite study after study showing that one of the top reasons people listen to a radio station is for, well, the people. Listeners want to be entertained, informed and feel part of something. As we become more screen focused we need more real, human interactions.

I’m not trying to be that “get off my lawn” guy. AI is here to stay and will only get better and more pervasive. As a tool it is very useful. I understand why the #1 threatened job on the list is interpreters and translators. Google Translate has been around for almost 20 years. Much like robotics eliminating thousands of manufacturing jobs over the last 30 years, AI will replace certain non-creative job functions.

The AI train will not slow down. Broadcast companies will find ways to eliminate people in favor of machines. This puts an even heavier premium on strong radio talent. Bring audience and revenue and you will not be replaced (probably).

The one thing radio cannot do is lie about its use of AI. The bond stations form with their fans is based on emotion and trust. Violate that trust and you will never get it back.

h/t to Doug Erickson from Erickson Media for sharing this article: https://www.ericksonmedia.com/uh-oh-3/

-Steve Allan, Programming Research Consultant

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