Last week, Polish radio station OFF Radio Kraków ended its use of AI-generated hosts after widespread backlash. Station management explained that the initiative, originally planned for three months, was cut after one week due to the intense public reaction.
The AI hosts, which discussed topics like culture, LGBTQ+ issues, and the arts, were initially designed to appeal to younger audiences. Much of the anger appeared to be directed at how the AI additions followed recent layoffs of human journalists at the station, while management says their intention was purely to provoke discussion about AI’s role in media.
Among the heaviest critics was former OFF Radio host Mateusz Demski, who called it a “dangerous precedent” that could lead to a media landscape where “experienced employees associated with the media sector for years and people employed in creative industries will be replaced by machines.”
To properly examine the Radio Kraków AI experiment, Radio Ink turned to three early experts in the field of broadcast AI: Best-selling author, futurist, and Suzy CEO Matt Britton; Futuri CEO Daniel Anstandig; and Alpha Media EVP of Content Phil Becker, who was behind the launch of “AI Ashley” at Portland’s Live 95.5.
Radio Ink: What are your thoughts on Radio Kraków’s goals for this AI-driven experiment?
Matt Britton: Radio Kraków’s AI-driven experiment is a fascinating initiative. The goal here is likely to enhance the listener experience by providing more personalized and engaging content. By leveraging AI, Radio Kraków can analyze listener preferences and behaviors to tailor their programming, much like how platforms like Spotify use AI to create personalized playlists. As AI continues to transform industries, traditional radio stations need to innovate to maintain their relevance. By adopting AI, Radio Kraków can potentially offer unique content experiences that attract and retain listeners.
Phil Becker: I admire Radio Kraków for embracing AI experimentation. Sometimes, innovation requires us to get comfortable with discomfort, and they’ve shown real courage in an industry that tends to shy away from change. Radio has a reputation for sticking to familiar formulas — think of the endless family four-packs and prize wheels — but Radio Kraków stepped beyond that, daring to try something new. In the long run, I believe this bold move will be celebrated as forward-thinking, marking them as one of the early risk-takers who helped push the medium ahead.
Radio Ink: Unlike some previous situations where operators tried to mask AI usage, this station was honest and upfront. Why do you think the backlash was so strong?
Daniel Anstandig: We’ve seen broadcasters attempt to implement AI with off-the-shelf technology, and while these solutions can be tempting and cheap, they often lack the emotional resonance and broadcast quality needed for successful listener engagement. When done right, as we’ve seen with our partner stations, audiences are not only receptive but genuinely delighted, and the stations benefit.
Matt Britton: First, there’s a general apprehension about AI replacing human jobs, especially in creative fields like radio. Listeners might feel that AI lacks the human touch and authenticity that they value in radio personalities.
Second, there’s a broader societal concern about AI’s role in media and content creation. People worry about the implications of AI-generated content, such as the potential for misinformation or the erosion of human creativity. Even when a company is transparent about using AI, these underlying concerns can still trigger a strong reaction.
Lastly, transparency doesn’t always equate to acceptance. While being upfront is crucial, it doesn’t automatically alleviate fears or skepticism. It takes time for audiences to adjust to new technologies, and ongoing dialogue and education are essential to build trust.
Phil Becker: Backlash often reflects the tendency for people to voice disapproval more readily than praise. I doubt most of the station’s audience holds a deep resentment toward AI’s use; when you’re transparent about its use. Criticism often overshadows support because speaking out is more popular than speaking up. Backlash is the first page in the book of progress.
Radio Ink: How can radio operators gauge or prepare for the emotional responses their AI initiatives might provoke?
Phil Becker: When a station adopts AI, it must be ready to address the emotions and reactions of listeners, advertisers, and employees, acknowledging that these responses often stem from fear, uncertainty, and unfamiliarity. It’s the responsibility of the station and its management to reassure everyone that AI will enhance the brand rather than diminish it. Broadcasting has traditionally been a one-way form of communication – one microphone to one transmitter to one listener – and we’re still adapting to a world where the audience has its own platform to respond and react. This is an opportunity for leaders to truly lead.
Matt Britton: Radio operators can take several steps to gauge and prepare for the emotional responses their AI initiatives might provoke.
Before launching an AI initiative, engage with your audience through surveys, focus groups, or social media to understand their perceptions and concerns about AI. This feedback can guide how you introduce and communicate the initiative. Clearly communicate the purpose and benefits of the AI initiative. Transparency helps build trust and can mitigate negative reactions. Explain how AI will enhance the listener experience without replacing the human elements they value.
Consider running pilot programs or limited trials to test the waters. This allows you to gather real-time feedback and make adjustments before a full-scale rollout. Emphasize the collaborative aspect of AI, where it supports rather than replaces human talent. Highlight stories or examples where AI has enhanced creativity or efficiency.
Maintain an open line of communication with your audience. Encourage feedback and be responsive to concerns. This ongoing dialogue can help you adapt and improve your AI initiatives. Provide educational content about AI to demystify the technology and address common misconceptions. This can help alleviate fears and foster a more informed audience.
Radio Ink: How do you view the concerns of former OFF employees who say they were displaced by AI?
Matt Britton: The concerns from former OFF employees who feel displaced by AI are valid and reflect a broader challenge that many industries face as AI technology becomes more prevalent. It’s important to acknowledge the human impact of technological advancements and address these concerns with empathy and proactive solutions.
AI has the potential to automate certain tasks, which can lead to job displacement. However, it also creates new opportunities for roles that require human creativity, critical thinking, and emotional intelligence. The key is to focus on reskilling and upskilling the workforce to prepare them for these new opportunities. Organizations should invest in training programs that help employees transition into roles that complement AI technology. This not only supports the workforce but also ensures that businesses can fully leverage the potential of AI.
Phil Becker: As the first to use AI in the broadcast space, I can confidently say that in our company, AI has not displaced anyone; we’ve made no programming or staffing changes as a result of its integration. The broadcast industry has long managed staffing adjustments, and AI won’t be the tipping point for downsizing. In fact, I believe AI done right could actually lead to job growth—opening up roles in new areas like AI management, large language model learning, and engineering. For companies willing to invest, AI presents an opportunity to create careers, not eliminate them.
Radio Ink: What key lessons should the industry take from this experiment?
Phil Becker: With a year and a half head start using AI in broadcasting, I can offer a few critical recommendations. Be upfront about when and how AI is being used, ensuring your audience understands the role it plays and that it’s a tool meant to enhance their experience.
Invest time in nurturing close relationships with coworkers, clients, and staff, reinforcing where their unique value lies and how they contribute to the brand beyond what AI can replicate. Find a cheerleader or project manager passionate about AI who can act as the central resource for your operation, providing support and driving AI’s integration effectively.
Remember that your true value lies in creativity, originality, and storytelling. While AI excels in scaling, speed, and idea generation, it’s your unique perspective that resonates with the audience and provides clients with impactful results.
Daniel Anstandig: Transparent communication about AI’s role is essential, but even more critical is ensuring that the technology meets the high standards listeners expect. Futuri’s approach emphasizes that AI should complement, not compromise, the quality and connection that radio uniquely offers.
Matt Britton: Being upfront about AI usage is essential. Transparency helps build trust with listeners and can mitigate backlash. While AI can enhance content delivery and personalization, maintaining the human touch is vital. Listeners value authenticity and connection, which AI alone cannot provide. Striking the right balance is key.
Regularly seek feedback from your audience to understand their preferences and concerns. This engagement can guide your AI strategy and help you make informed decisions that resonate with listeners. As AI becomes more integrated, invest in reskilling and upskilling your workforce. This ensures that employees can transition into roles that complement AI, fostering a more adaptable and future-ready team.
The radio industry, like many others, must embrace innovation to stay competitive. AI offers opportunities to enhance content and reach new audiences, but it requires a willingness to experiment and adapt.
Want more AI talk? Matt Britton will lead AI Unplugged: Transforming the Future of Radio and TV Broadcasting at Forecast 2025 on November 13 at the Harvard Club of New York City. For more information, visit the event site.
So Radio wakes up one morning and says, “I don’t feel so good today. I guess I’ll drink this poison and see if it helps.” Radio has many benefits, but the one on top of the list is HUMAN ONE-ON-ONE CONTACT. Please try to consider that, radio folks, before you drink the poison.
In an industry as ravaged by cutbacks as radio is, AI is a dangerous game. Yes, there are opportunities for a benefit. AI can help generate some truly creative scripts. Or AI algorithms can help innovate rotations and programming to increase TSL and AQH.
That said, replacing live talent with AI is a bad move. Local talent has something AI never will – the ability to be a part of the community. To drive the station vehicle in a parade or be recognized as not just the person on the radio, but also a neighbor. Yes, in bigger cities this connection is getting more and more lost, but in the smaller communities of markets 100 – 243, it’s still important for the face of the station to actually have a face.
I love how the only people weighing in here are ones who stand to benefit financially from this technology being widely adopted by the industry. That’s just great. Matt said, “…it also creates new opportunities for roles that require human creativity, critical thinking, and emotional intelligence. The key is to focus on reskilling and upskilling the workforce to prepare them for these new opportunities.” I would really love to see a comprehensive list of what he believes these to be.
Like any interaction with the public, automating it makes their lives just a little bit crappier. Why do we want to do that to them? “Your call is important to us…but not important enough to talk directly with you.”