How AI Tools Like ChatGPT Impact Podcast Industry

RADIO ONLINE | Tuesday, March 14, 2023

Acast

A new Acast survey uncovers the sentiment around the use of ChatGPT and other AI tools in the podcast industry. Publicly accessible artificial intelligence tools like ChatGPT seem poised to bring about major changes across nearly every industry, including podcasting. Its potential use cases in the podcast world range from assisting creators with light-touch processes -- like drafting newsletter copy or creating episode summaries -- to projects.

Acast surveyed podcasters and podcast listeners to uncover their perspectives on the coming impact of such innovations. The research -- conducted in January 2023 -- featured a sample of 50 podcasters and nearly 300 listeners in the US who were all familiar with ChatGPT. Here are some highlights:

• All podcasters surveyed (100%) and the vast majority of listeners (85%) believe that it's ethical for podcasters to use AI tools to create podcast content.

• Podcasters are far more likely than listeners (84% vs. 36%, respectively) to believe there should be no limits on how podcasters use the tools.

• Most podcasters (84%) and podcast listeners (57%) expect ChatGPT and similar tools will improve the quality of podcast content.

• Podcasters are significantly more likely to say AI will help make content "much better" - while a plurality of listeners believe it will make content "slightly better."

Acsst Commercial Insights Manager Tommy Walters explained, "What makes podcasting so special is the intimate bond podcasters form with their listeners, which arises from authentic storytelling that fosters connection. It's most important for podcasters not to jeopardize that bond. While podcasters may be ready to dive headfirst into AI technology, their listeners want them to use the technology to enhance -- not replace -- human thinking. Podcasters should use AI to help them plan their content, but they shouldn't use it to automate the entire creative process."

At present, most podcasters (84%) and podcast listeners (57%) expect ChatGPT and similar tools will improve the quality of podcast content. But podcasters are significantly more likely to say AI will help make content "much better" -- while a plurality of listeners believe it will make content "slightly better."

"Listeners are optimistic about the impact of AI, but they're proceeding with caution," added Walters. "Podcasters should honor that trust and not let AI encroach on the qualities that make their shows special."

Podcast advertisers can also use AI to improve their speed and efficiency in campaign planning and creation, supporting them with processes like research and ad copy creation. But they would maximize their campaigns by respecting listeners' expectations and desires.

"Listeners, the target audience for podcast advertisers, have made it loud and clear that they value authenticity," said Walters. "When crafting campaigns, podcast advertisers would do well to use AI in a way that helps them improve their efficiency -- without compromising on the authenticity of the campaign."