There are certainly industries where AI is already having a devastating impact on entry level positions. Something that will have a trickle-down effect because entry level positions train employees for mid and then senior level ones. That’s why college commencement speakers heard boos from graduating seniors recently when they mentioned AI from the podium. When you’re staring at 100k in student loan debt you don’t want to hear about the thing keeping you from getting a job that will help you pay that debt back. AI is also already hitting once previously thought to be safe, and well paying, occupations like coders. Who now have the insulting and depressing option of being paid to teach AI how to do their jobs on the way out the door.
Because of all of this I understand why I face such resistance from many radio people when I suggest they fully embrace and use AI tools to make them more proficient regardless of what their job title is. But, I believe radio is one industry that will not be decimated by AI. It will actually help us. Here’s why.
Radio station do not have an excess of employees. Monopoly rules changing and leading to consolidation creating massive radio groups who gobbled up stations at twice what they’re worth now lead to the opposite problem. Radio needs more workers at the local level not less. Because the key to our industry surviving and thriving relies on lots of local revenue generation. Which only happens when there are talented, experienced and passionate employees at the local level.
However, regardless of what we do we will sadly never get back to the overall staffing levels we were at 20 years ago, at least per station. Yet, even with a slight increase we could be more productive than those formerly full buildings if everyone in them uses AI tools to 10x themselves.
Yes, you can fill every day part with AI voices and fire all of your on-air talent. I can build that station for you tomorrow. But, it’s unlikely to make enough to cover the power bill at the transmitter. The groups I work with that cash flow more than they did a year ago all have one thing in common. They have invested at the local level. Not just in equipment, studios and promo items, but in personnel. Have they all fully embraced AI tools? Of course not. It’s new, scary and it feels like cheating. But they’re all moving in the right direction by embracing one tool at a time and following the lead of a handful of each group’s early adopters. Are they all tired of me talking about it? Almost certainly. But I won’t because I know the competitive advantage it gives them over everyone else in their market that refuses to use AI. And they know what they signed up for when they hired this dripping faucet in a suit.
What do you think? Will AI help or hurt radio overall? Comment below or email me at Andy@RadioStationConsultant.com.
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