To manage on-air talent today is to also stare down the gathering storm that is generative AI. Is it a great tool? Is it the harbinger of doom for human personalities? As Radio Ink readies to recognize the Best Program Directors in America, we got some frank answers from this year’s honorees on how they feel about the emerging technology.
Radio Ink asked, The integration of AI into workflows across industries continues at a rapid pace. Are you using AI in your role as a programmer?
“I use AI in terms of creating promo scripts that will help us sound fresh. After so many years, you either have writing block or you get into the habit of using some of the same expressions. In this matter AI can help me get a new perspective or even make a new idea spark.”
“The advance of AI is sure fascinating to observe, listen to and watch. However, I don’t think it has advanced to the point where it sounds anywhere close to sounding human and therefore, I’m not using at all in programming. Honestly, I can see or hear it right away! The lack of human inflection, feeling, flubs and emotion is so apparent and phony sounding or looking. The advent of AI has made me feel much better about my imperfections, and those of other radio and video performers.”
“I’m not using AI to program our station or produce our product. However, using it to create great art for our digital and social platforms, using it as a research tool, using it to create spec spots or scripts, those are some ways that make early sense to dip a toe into the AI space. At least, where Ai is now it will never replace a talkshow host. AI does not have humor, or empathy or the pathos necessary to connect with an audience in any kind of an emotional way. C3PO was a great character in Star Wars but would be a terrible afternoon drive host.”
Curious about who said what and where they ended up on our list? Radio Ink‘s Best Program Directors issue comes out on Monday, August 19. Subscribe to our revamped print edition, digital edition, or both – click here. For a limited time, subscription prices are cut in half to celebrate our new look!
Broadcasting, sports, movies, tv shows have all benefited from “coaching” and this is where AI can do the most good. Human ideas filtered through AI and the history it can vet would only benefit the creators, producers and talent. AI can be used as a “tool” – not as a source. Back in the day most broadcasting used live talent,. even in delivering commercials. Then recording technology was developed. Then carts. CDs. Digital delivery. These are all great tools. Automation still hasn’t come off as better than live talent. AI can help that live talent be better if it can embellish that talent’s ideas, no the other way around.
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