It’s been a year since the “AI Ashley” headlines crossed-over from the broadcasting trade magazines to the mainstream press. Stories on the first AI-DJ appeared in publications ranging from local newspapers to Fox Business. “AI Ashley” is the voice of Ashley Z, who programs and hosts mornings on WKHQ-Traverse-City/Petoskey, Michigan; her audio avatar hosts in middays on Live 95.5 KBFF- Portland, Oregon. Since her West Coast debut, a lot has changed, and we as broadcasters have learned a lot about how to use AI in effective, ethical ways.
Instead of doom and gloom, many broadcasters have embraced AI, using tools such as ChatGPT and ElevenLabs, to ideate and create content that is more robust than what was previously possible. At the WBA’s AI session this June, I had the privilege of hearing many stories of broadcasters across Wisconsin adding AI into their regular workflow. Examples included production directors adding diverse voices to their voice libraries, AI adding closed-captioning into breaking weather events, and program directors getting help writing on-air promos.
As the technology continues to evolve, it’s important to keep in mind three C’s as you incorporate AI into your company’s workflow:
Be curious – If you don’t get the answer you want from an AI engine, refine your search. Try and try again. In 2024 there will be more trial and error than there will be in the future. Additionally, AI technology is continuously upgrading. “This is the worst they will ever be,” is a popular slogan. If you asked a question to ChatGPT three months ago that didn’t work, it may work now with the latest model. Try it again.
Be checking – AI answers are becoming more accurate, but depending on the AI engine, the results may not be 100 percent accurate. Double check facts are from a non-AI source, and continue to use AI for creativity and idea starters.
Be candid – Your audience does not want to be fooled. Research from Jacobs Media and other companies shows that Americans are leery of AI. Fooling them can erode their trust if they believe they’re interacting with a real person that turns out to be a machine.
A year later, our evening newscasts are still not being anchored by robots; our radio DJs continue to entertain and inform their audiences. Artificial emcees and journalists aren’t storming the studios. The connections our audiences have to our talent is too vital to the fabric of our stations and our communities.
We see the importance of these audience connections at Jacobs Media when we gather people in focus groups, and you see it when your talent is live at concerts, county fairs, and remote broadcasts. Instead of abandoning AI, we can use AI to add extra resources and opportunities to deepen these audience relationships that make television and radio so important across the state.
Chris Brunt
Jacobs Media Director of AI
