We’ve previously discussed how AI in ads impacts the political ad trust. Is there a way to REALLY know who’s in the ad and if the ad has factual content? Is there a way for on air staff to discern whether the spot is using AI in a political campaign? This year’s media campaign is bringing a lot of questions with it, including, can I trust this station to give me facts within their commercials?
According to a Reuters Institute Study, 72% of Americans worried about discerning between real and fake content when they receive their news. This percentage is higher than last year. However, a morning consult survey found Radio Am/FM trust has grown in the last four years, making it the most trusted news medium!! This is a huge win for radio!
However, the growing use of AI in news and production brings about the challenge of keeping that statistic growing and retaining the trust of our listeners. AI is increasingly being used to write and voice ads. It’s also used to write content for on air talent. More worrisome, AI generated audio clips which sound like public figures could spread incorrect information. This could influence voters and lose trust in the station. Many states are looking into implementing disclosures when AI is used in political ads.
Then we add social media into the mix. Facebook brought about a ton of misinformation during the pandemic. So much so, “doom scrolling” became a thing due to the constant feed checking. Tik Tok is a great example of a “news source” that can be detrimental when trying to obtain only facts. We have a lot of armchair experts out there giving their opinion on current events. Users, specifically the young ones, might take those videos as gospel and assume those opinions are facts.
How do we combat the mass misinformation being spread during such an intense political event? As radio personalities and managers, we can do our part in making sure the political ads are legit. Maybe it’s time to add disclosures in front of ads that include AI, even if your state hasn’t taken part in making this mandatory. You can have it as a company policy.
IF you chose to discuss politics on air… Research! Research! Research! This is a MUST. Only give facts. NEVER give your opinion. You can talk about the highlights of a debate or calculations of votes but never give your thoughts on the matter.
With radio being the number one source of factual information, it’s imperative we only relay the correct information. This election year is pretty crazy already and people are getting a bit worked up…don’t give your listeners the opportunity to change the station.
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