READ MORE: Futuri’s AI in Media Study (Futuri)
AI is rapidly transforming the media landscape, but are we ready for what’s coming next? A new study from Futuri, in partnership with CMG Custom Research, examines the role of AI in Media. The study, involving feedback from more than 5,200 US radio and TV news consumers, offers an unprecedented look into how audiences perceive and interact with AI-driven content.
Futuri CEO Daniel Anstandig delivered the results of this novel study on the Main Stage at the 2024 NAB Show in a presentation that also featured Ameca, an autonomously AI-powered humanoid robot. He emphasized the dual role of AI as both a creator and a facilitator in media, “AI is inevitable, and wise adoption and integration by the media industry will be key in the industry’s resilience and growth in a time of unprecedented competition.”
The study highlights a surprising readiness among audiences to embrace AI within media platforms. Approximately one out of every five people surveyed believes they already listen to AI-powered radio stations, a perception that, while not accurate, indicates a significant openness to such technology. Nearly half of the TV viewers surveyed believe they have seen AI-presented news, suggesting a growing comfort with AI in familiar settings.
One of the most striking findings of the study is the difficulty audiences have in distinguishing between AI-generated voices and human ones. In tests involving AI-generated and human voices, 60% of the time, participants identified the AI voices as human. AI avatars used for presenting news also showed potential, although the technology was deemed not yet ready for mainstream broadcast, indicating a nearer-term fit for social and digital media.
Shifting news consumption habits also emerged from the study, with social media now leading as the primary news source, a trend that underscores the evolving ways in which audiences access information. This shift presents a crucial opportunity for broadcasters to leverage AI to enhance content delivery across various platforms, thus reaching a broader audience more effectively.
The demand for personalization in media consumption was another key insight. Approximately 45% of respondents expressed interest in customizing the personality of AI-driven radio or podcast hosts, and 41% showed interest in tailoring the type of content delivered, highlighting a strong consumer desire for customized media experiences.
Transparency remains a vital concern, with 90% of respondents indicating a preference for clear disclosure when AI is used in content creation. This finding emphasizes the need for transparency as media outlets increasingly integrate AI technologies.
For a deeper look at how AI can transform content creation and broadcasting, visit “News Consumers’ Perceptions of AI,” and download Futuri’s AI in Media Study.
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