Jacobs Media’s “2024 Techsurvey” highlights persistent desire for human connection over AI in radio.
Listeners resist AI DJs, with 70-80% preferring human hosts.
AI finds a role in radio’s backend, aiding in data analysis and creative script development.
Despite AI’s rise, radio’s audience remains stable, with companies branching into digital platforms.
AI is making inroads into the radio industry—but when it comes to the voices behind the mic, listeners are drawing a firm line over who they want to hear, and who they really trust.
A shock to the industry: “About 18 months ago, we started seeing tools that could function as AI DJs,” says Chris Brunt, Director of AI, Digital, and Revenue at jacapps and Jacobs Media, a media consultancy firm helping radio, podcasters, and television providers enhance their media performance and optimize their digital transformation. “There was a huge panic across the industry—people thought jobs were at risk. But in reality, things have played out differently.”
Tepid response: According to Brunt, the reception to AI as on-air talent has been tepid at best. Jacobs Media’s 2024 Techsurvey, which polled over 30,000 radio listeners, found that 70-80% of respondents weren’t interested at all in having human DJs replaced by AI bots. “People don’t want AI DJs,” he says. “They want human connection.”
While listeners show more openness to AI-generated station liners or ad reads, the idea of replacing live hosts with synthetic voices has little appeal. “There’s still a lot of uncertainty out there,” Brunt notes. “People don’t want to see their own jobs replaced by AI, and they don’t want to see their favorite radio voices replaced, either.”
Between bases: Still, Brunt acknowledges that AI is being embraced in more behind-the-scenes roles. “Radio’s kind of halfway between first and second base when it comes to AI,” he says. “Like many other industries, companies are still figuring out the best use cases.”
Some of those use cases are already taking shape. “We’re seeing AI being used for things like data analysis, creating sales packages, and even putting together some of the creative scripts you hear on the air,” Brunt explains.
Jacobs Media encourages clients to explore AI responsibly, particularly when it comes to protecting sensitive information. But Brunt sees real value in tools that support writing, content development, and other internal workflows. “AI is a definite timesaver and can boost the creativity of a station’s output.”
Staying power: Even as the tech evolves, the fundamentals of radio remain surprisingly resilient. “The number of people listening to radio has remained relatively stable over the last 10 years,” Brunt says. He points out that while younger audiences present challenges, major players like iHeart and Audacy are successfully expanding into podcasting and streaming—mirroring what traditional networks have done with services like Peacock and Hulu.
A loyal companion: But the question of what happens when AI voices become more sophisticated still looms. “Radio has always been the worker’s companion and the driver’s companion,” says Brunt. “But as AI companions become more sophisticated, what happens when listeners are comfortable with an AI that can choose the music, carry the conversation, and fill that role? It’s a shift that could impact more than just radio—and it’s something that could become a real concern down the road.”
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