Will AI Kill the Radio Star? Stations May Turn to Artificial Intelligence for On-Air Talent

The first time Ashley Elzinga, a 33-year-old DJ from Traverse City, Mich., heard her doppelgänger’s voice, she was not happy. Not because the sound of an artificial-intelligence imposter was so eerie. Not because AI technology portends robots might someday replace her. She didn’t like the way AI Ashley pronounced “news.” “I was like, ‘Why are they saying nooooose?'” recalls Elzinga in her flat Midwestern accent. “I was so embarrassed.”

It took a few tries for the engineers at Futuri Media, a Cleveland-based AI specialist, to find the right vocal balance between flat and sharp, deadpan and excited. “Now she’s ironing out…,” says Elzinga, a midday host for Portland Top 40 station Live 95.5, then corrects herself: “Now it’s ironing out…. She, or it, is starting to have more emotion and be a bit more accurate resemblance.”

AI Ashley, as Live 95.5 refers to the cloned voice on the air, made “her” debut on the air last Friday, delivering news, introducing songs and hyping station promotions in alternating speaking segments with the real Ashley Z, as Elzinga is known. Live 95.5 hasn’t received any listener complaints, says Dylan Salisbury, the station’s content director: “I don’t even know if they realize it yet.” 

Alpha Media, owner of Live 95.5, started experimenting with AI voice technology last fall, according to Phil Becker, the company’s executive vp of content. When company execs learned Elzinga was about to take the full-time job in Traverse City, potentially reducing her hours on Live 95.5, they saw her as a “perfect storm” case study for an on-air test, he says: “The line in Moneyball is ‘the first guy through the wall always gets bloodied.’ That’s where we are right now. We’re OK playing some Moneyball-style radio, because it wins championships.” 

Elzinga and Salisbury see AI as an efficiency tool, a way of stretching DJs’ hours so listeners can hear their voices even when they’re not physically present. For Elzinga, who multi-tasks her way through a full-time morning-show gig at her hometown Top 40 station WKHQ, then “tracks” her voice remotely for Live 95.5 and another station in Seattle every day, AI Ashley allows her to work even more. She owns the rights to her voice, approves every on-air AI usage and, Salisbury says, “We have increased her fee.”

“If she says stop, we have to stop,” Salisbury adds. “We’re trying to be respectful during the wild West of AI and go where we think the law is going to go.”

We made history as the world’s first radio station with an AI DJ! Our midday host Ashley has become AI Ashley! We can’t wait for you to meet Ashley, the world’s first artificially intelligent DJ. As to the intelligence of our other DJ’s…we’ll save that for another post 😉 pic.twitter.com/CtlMhYU0IO

— Live 95.5 (@live955) June 13, 2023

Of course, what is a neat, little, high-tech, mostly risk-free magic trick for Elzinga, Salisbury and Alpha Media, the Portland broadcast company that owns Live 95.5 and 205 other stations, is a terrifying prospect for much of the radio industry. When the station posted excitedly about AI Ashley last week, Twitter erupted: An NPR host tweeted an “everyone disliked that” meme, a freelance writer wanted to know, “Why would you participate in the very public elimination of your job?” and even J. Smith-Cameron, who plays Gerri on HBO’s Succession, wondered if Elzinga was “worried you’ll have ALL the days off now that they cloned you?”

For the past three decades, the broadcast industry has faced consolidation and extreme cost-cutting that has oftentimes meant layoffs of on-air talent. Over the past few years, DJs for local radio shows have been outsourced from other markets — much like Elzinga does in Portland and Seattle from her home in Michigan.

“They are eagerly stripping away, as fast as they can, the thing that makes radio unique,” says former radio host and station manager Michele Coppola, who’s now a Portland copywriter. 

“My fear is there will be some owners that will [say], ‘This is an efficiency, this is a way for us to save money — that will further deplete the body of truly talented radio people,” adds Steve Reynolds, a Raleigh, N.C., talent coach for radio personalities.

“Futuri claims it’s going to be a tool, just like any other tool, to make a job easier,” says Lance Venta, owner and publisher of Radio Insight. “Voice-tracking, when used properly, is a tool. When it’s used to have a talent voice 35 stations to save money, it’s no longer a tool — it’s a weapon.”

Radio Waits

So far, the rest of the U.S. broadcast industry has yet to plunge into on-air AI voices as aggressively as Live 95.5. But radio stations around the world, and their digital competitors, have tinkered with the technology – and have suggested they may expand. In April, a Swiss station used AI to clone five human presenters on the air; comedian Drew Carey used an AI-generated approximation of his voice on his SiriusXM show in March; and in February, Spotify launched a (voiceless) AI-curated, personalized broadcast called “DJ.” During an April conference call about a soft advertising market, Bob Pittman, chairman and CEO of top broadcaster iHeartMedia, told investors after a 3.8% drop in revenue, “We and every other company are looking at how to use AI. I think AI can fundamentally change the cost structure of the company.” 

At Audacy, the second-biggest broadcaster, execs have done a “fair bit of experimentation” with AI tools, from voice applications to ChatGPT-style generative text that helps produce drafts of advertising scripts, according to Jeff Sottolano, executive vp and head of programming. But he’s not convinced an AI Ashley-style experiment has “value it creates for the consumer,”  because Alpha Media had to expend “up-front investment” on training, reviewing, post-production and editing — all of which, at least for now, contradict the company’s efforts for greater efficiency and cost-cutting.

“All that said, I expect it will continue to get better and easier and faster,” he says. “We don’t look at this as something that’s finished, but something that’s going to continue to evolve. Just because we haven’t done it today doesn’t mean we might not do it tomorrow.”

The human Ashley is happy with the AI arrangement as long as she and her robot counterpart are clearly identified as “Ashley Z” or “AI Ashley” every time she — or it — appears on the air. “You just need to make sure integrity comes first,” she says.