Westwood One Blog Outlines AI Best Practices

RADIO ONLINE | Monday, April 20, 2026 | 1:02pm CT

Cumulus Media | Westwood One

A new blog post from Cumulus Media's Westwood One Audio Active Group highlights how local advertisers can more effectively use artificial intelligence tools to guide media planning and buying decisions.

Authored by Cumulus Operations President Bob Walker, the piece emphasizes that AI platforms require a different approach than traditional search engines, urging advertisers to be precise and intentional when crafting queries. The blog notes that clearly stating objectives-such as increasing sales, expanding a customer base, or building awareness-can significantly improve the accuracy and usefulness of AI-generated responses.

The report also stresses the importance of incorporating trusted sources directly into prompts. Referencing organizations like the Radio Advertising Bureau or the Audio Active Group can help narrow responses to more reliable and current data, reducing the need to verify multiple sources after the fact.

Walker points out that while tools like ChatGPT can assist with tasks ranging from answering questions to generating creative ideas, users must carefully review sourcing and publication dates. AI-generated answers may rely on outdated information or, in some cases, produce inaccurate results-often referred to as "hallucinations."

The blog further explains that different AI platforms deliver different types of responses. Research from BrightEdge found that ChatGPT tends to recommend actionable tools, while platforms like Google Gemini often point users toward informational resources and articles.

Finally, the report cautions that AI outputs can vary based on several factors, including whether a user is logged in and using personalized features. As a result, advertisers are encouraged to review responses carefully and validate key data points before incorporating them into media strategies.

Read the full blog post here.