Recent research indicates employees are rapidly adopting artificial intelligence (AI) technologies across media-related industries. A comprehensive study by the University of Chicago, surveying 100,000 workers across various sectors, revealed that journalists and marketers are among the top three professions most likely to incorporate AI into their daily work routines.
This softening stance toward AI is increasingly evident in the broadcasting sector. From client visits to broadcasting conferences this summer, we have noticed a significant shift in attitudes towards AI among broadcasters nationwide. AI has become a focal point at state broadcasting meetings and industry events such as the Morning Show Boot Camp. This marks a notable departure from the perception prevalent six to twelve months ago, when AI was primarily associated with automated DJ systems that replaces humans. Now, tools like ChatGPT are being recognized as versatile assets to help humans with programming, digital operations, and sales, offering potential for enhanced productivity.
At a time when many broadcasters have reduced staff (or are considering it), AI can become a valuable aid to increase productivity in almost any area of a station. Copywriting, sales lead generation, audio production, and more can now augment the work that used to be done by staffs when headcounts were higher.
Interestingly, individual employees appear to be outpacing their organizations in AI adoption. A study conducted by the Marketing AI Institute, encompassing 1,800 AI-forward companies, corroborates this trend of widespread employee uptake. However, it also highlights a critical gap: only 24 percent of these companies have implemented AI training programs for their staff.
This disparity presents a clear opportunity for companies to make a positive impact on workers, particularly in the competitive media landscape. The University of Chicago study identified lack of training as a primary barrier to AI adoption, with a pronounced gender disparity – 48 percent of women cited insufficient training as the main deterrent.
Company-wide AI training initiatives can address multiple objectives simultaneously. These programs can help bridge the gender gap in AI adoption by providing equal access to knowledge and skills while providing a guide to help navigate the complex, evolving landscape.
By implementing AI training across all departments and roles, organizations enable universal upskilling, enhancing overall productivity as employees learn to integrate AI tools into their daily workflows. Moreover, AI training should also cover potential pitfalls and ethical considerations, including the risk of AI hallucinations and intellectual property concerns.
Employees need to understand that AI can sometimes generate plausible but wrong information, and they need to learn strategies for fact-checking and maintaining human oversight. Training must also address the complex landscape of IP rights in the age of AI, covering proper attribution of AI-assisted work and awareness of potential copyright infringement risks.
By emphasizing ethical and responsible use, including data privacy, and legal and regulatory compliance, comprehensive AI training not only enhances productivity but also cultivates a culture of responsible innovation.
As digital-native companies like Meta and Google and advertising agencies fully embrace AI technologies, there is an urgent imperative for broadcasters to equip both their tech-savvy and tech-hesitant employees with the skills to leverage tools like ChatGPT effectively, ethically, and safely. The industry’s future competitiveness may well hinge on it.
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