Live On-Air Talent vs RadioGPT

One of the main concerns among broadcasters and on-air talent is the rise of the AI “DJ” and RadioGPT. Some General Managers will look at this as a cost-cutting tool and incorporate this trend. But, will that cost cutting be negated by lost revenue?

In a survey done by radio.co, it was discovered listeners prefer shows with engaging hosts versus a stale, fact-giving person. Character, personality, humor, energy…this is what draws listeners in. The audience chose your show and your station because they appreciate you as a human, you telling your take on the information given. Your delivery is what sets you apart from from Artificial Intelligence. Sure, AI can muster up some sense of personality, but it’s never going to be the same type every time. YOU have your own way with words. You, as the talent, have just that…talent. That’s what got you the job in the first place and that’s what drives a listener to your show.

With that being said, if an AI is chosen over a local talent, you can see how the station could suffer. Listeners will notice the difference in someone not knowing the local area and not being able to interact with the audience. Live on-air staff will be able to cut in with last minute news. Live staff will be able to tell you if the weather has drastically changed and what to look out for as they look out their studio window. Live talent can answer phones and social media messages with alerts, or even to simply interact. Let’s face it, you can hear music anywhere now….Spotify, Pandora, Apple music…it’s up to the on-air talent to keep the listener’s attention and dedicated to listening to your station. Live, in studio people are still viable when it comes to creating a connection with the audience. Back to interacting on social media…It’s so much more fun when you know you’re talking to an actual person and not a robot.

In monetary terms, if you lose audience due to a “cost cutting effort” of incorporating AI and RadioGPT in place of live talent, you can lose numbers. Numbers translate to sales which translates to budget.

Now, I’m not saying RadioGPT and AI are the worst and you must steer clear altogether. They can be very beneficial in other areas. When writing scripts, how many times have you been stuck on another name for a particular word? When you’re stressed because a client needs a script asap and you have other things to work on so your writer’s block is real…ChatGPT is a life saver.  Writing stationality, can be daunting when you’re tasked to write 20 new pieces every day…ChatGPT to the rescue!. Trying to come up with new bits and content, RadioGPT can help. Promotions! So much has already been done, Use RadioGPT! There’s room for everyone at the table. It’s up to you how to utilize what in which scenario.

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