As the new Director of Digital Revenue and AI for Jacobs Media, I’m going to be a regular contributor to this newsletter. My goal is to help clear the fog about AI to help broadcasters better understand how to use it to enhance their operations and to ensure you make the best decisions about this nascent – yet powerful – technology.
I have also begun a weekly newsletter for broadcasters – The AI Edge. You can subscribe at: http://jacobsmedia.com/aiedge
What do the Wisconsin weather and AI headlines have in common recently?
Both have had dramatic and unexpected highs and lows. I’ll leave the weather to your station’s meteorologist, but let’s explore some recent extremes in the world of AI that might have flown under your (non-weather) radar — and follow those with some ways to effectively use AI as Big Tech “works the bugs out.”
On the bright side, both Google and OpenAI recently touted impressive new speech-to-video tools that promise to change the way video content is created, while blurring the line between AI and reality. OpenAI’s sample video for their product Sora included characters as cute as Pixar’s, a closeup of snowflakes on puppies as convincing as a professional shot, and an aerial scene of a California gold rush town that eliminates the need for the studio (and the drone). As a matter of fact, after seeing the demo video, actor/movie mogul Tyler Perry cancelled an $800 million expansion of his Atlanta movie studio, citing the uncertainty that AI-generated video has created. See the Sora sample video here: https://bit.ly/openai-sora-sample-video
On the stormy side, the AI video news quickly boomeranged to troubles with AI technology across multiple major platforms. Google announced it was halting image generation capabilities from its Gemini platform after receiving blowback for creating historically inaccurate images such as an African American George Washington. At the same time, users were reporting that ChatGPT’s responses were complete gibberish and unrelated to users’ queries. And the icing on the cake: Microsoft’s Co-Pilot was creating imaginary quotes from Vladimir Putin from imaginary press conferences.
All of this within a month’s time!
Despite the dramatic AI headlines, stepping back from the daily AI news reveals a more nuanced picture. AI tools like ChatGPT and Google Gemini hold immense potential for broadcasters, but unlocking their power requires both vision and responsibility. These tools are still in their early stages, meaning the way we interact with them will change considerably over time. Ways to use AI responsibly in your broadcast operation include:
- Leverage AI as Idea Starters: Utilize tools like ChatGPT to kickstart creative thinking. Ask them to generate on-air or social media topic starters, rewrite paragraphs, lines, or ad copy. These AI generation tools excel at playing with written language.
- Verify Facts with Non-AI Tools: While AI tools are creative, they might not always distinguish between fictional and real-world information. If you’ve requested facts (e.g., “10 summer day trips” or “Find me 50 clients within a 25 mile radius”), cross-check the results using a standard web tool like Google. Avoid relying solely on AI if accuracy is crucial.
- Iterate and Refine: AI engines continuously improve. Each time you query ChatCPT, you’ll receive different responses. If the initial results aren’t satisfactory, tweak your query. Use prompts like “Give me more like these,” “Rewrite for clarity,” or even “Rewrite this as a pirate.” Be specific if the results are too generic, or vice versa.
Investing time in understanding how to effectively use AI tools will enhance your workflow and creativity.
The WBA Digital Hotline is a free service of the WBA. To contact Chris Brunt directly with any questions relating to digital revenue, AI, and anything else in the digital space, he can be reached at Chris@jacobsmedia.com
