AI DJs Can't Replace Great Talent, Can They?

Ashley Elzinga at KBFF

Could the next superstar radio host be an AI? Maybe not soon, but it is coming: experts

It took a while for Ashley Elzinga to craft her artificial intelligence-powered counterpart.

"It sounded a bit monotone at first. It was a bit emotionless, which you know, all things considered ... that's not too surprising," said the morning radio host, who's based in northern Michigan.

Elzinga also records material for other local radio shows, including Portland's weekday afternoon program on KBFF Live 95.5 in Portland, OR.

In mid-2023, she reportedly became the first radio host and DJ to launch an artificial intelligence-powered host. Called AI Ashley, the host fills in for her on air at the Portland show when she's on vacation.

Tech and media experts said it will likely take years before AI voices can convincingly replace real radio personalities en masse. But whenever they might come, they'll bring with them new questions about ethics and trust.

The technology was provided by U.S.-based AI media company Futuri, using a tool originally called RadioGPT that recently rebranded as AudioAI.

In Canada, Rogers Sports & Media announced last year it was also "beta testing new AI voice tech" with Futuri. CBC News asked Rogers for an update on where that project currently stands, but it did not provide any further updates, according to the CBC.

Futuri says its tool can generate and broadcast accurate and up-to-date weather reports, and even AI DJs that speak with local dialects.

Fred Jacobs

Fred Jacobs of Jacobs Media Service notes that much of the "rampant concern" about AI in radio rises from fears that it might come at the expense of real people's jobs. 

Jacobs said AI could streamline behind-the-scenes radio production, and the local radio industry in particular is beset with shrinking audiences — and budgets.

Blair Attard-Frost, a PhD candidate at the University of Toronto researching AI governance, said a morning radio host chatting in between songs is one thing — but a full-AI host leading news coverage, for example, would raise trickier questions about accuracy and trust.

"I think it's very context-situated; it depends on what the type of the program is, [and] what the audience's expectations are."

Attard-Frost says the demand for AI-powered personalities could rise significantly once people figure out how to best implement them in various markets, including radio and audio.

In a market where local radio stations have lost staff, a virtual host could be a potential solution compared to airing syndicated content created elsewhere, said Jacobs. Still, it would only be a "fairly efficient" answer to a shrinking industry.

"Ultimately, a great personality, I think, is always going to be better than a robot."