Study Finds Radio Plays Crucial Role in Closing the Deal

RADIO ONLINE | Thursday, July 10, 2025 | 10:52am CT

Audacy Insights

As artificial intelligence tools become a staple in everyday decision-making, a new national study from Audacy highlights the gap between AI-generated brand awareness and actual consumer action -- and reveals that traditional media, especially radio, remains essential in closing that gap.

The study, led by Reggie Shah, Senior Director of Research & Insights at Audacy, found that 68% of Americans use AI tools such as ChatGPT or Google's Gemini, with nearly three-quarters using them at least once a week. Consumers increasingly rely on these tools to research products, plan vacations, and even select service providers.

But despite widespread AI adoption, only 33% of consumers said they had made -- or even considered -- a purchase based on an AI recommendation.

According to the study, trust remains the missing link. "Knowing a brand name isn't the same as trusting it," Shah wrote. "That's where radio and other trusted media come in."

More than 80% of consumers surveyed said that exposure to a brand via radio or television made them more likely to trust an AI-recommended business. Other formats like streaming video, digital display, podcasts, and social media also contributed to brand credibility, but radio stood out for its emotional resonance and longstanding authority.

Audacy calls this dynamic AI-Priming - where artificial intelligence curates the initial options, but consumers turn to traditional media to validate their decisions before making a purchase.

"AI introduces. Radio reassures," the report states. "Radio's credibility gives consumers a reason to believe and a reason to act."

The research found particularly high intent to use AI in categories that involve major commitments or purchases:

• 83% would use AI for travel planning
• 82% for electronics and furniture
• 76% for home improvement
• 74% for vehicles
• 72% for education
• 69% for healthcare
• 66% for financial services
• 64% for real estate

Yet in these high-stakes areas, familiarity and trust remain essential, creating a unique opportunity for brands to bridge AI discovery with traditional media validation.

Audacy advises businesses -- especially local ones -- to adapt by focusing on building brand familiarity early, optimizing for what the company calls AEO, or Answer Engine Optimization, and using trusted media channels to reinforce credibility.

"Consumers are showing up already informed by AI tools. They've done the research and often come with a shortlist," Shah wrote. "The sales conversation doesn't begin at the counter anymore - it began online."

The takeaway for marketers: being part of the AI conversation isn't enough. To win consumer trust, brands must still show up in the places people associate with reliability - and for many, that still means radio.

"AI curates the choices," the study concludes. "Radio makes your brand the right one."