Will AI Become Creative Directors? 

I’ve spoken with several people who attended the recent NAB convention. This year’s big buzz is the application of AI in radio. We’ve read where companies like Apex are beta testing “bot jock.” I’ve heard from a few folks that Futuri’s RadioGPT sounds “almost human” to the point it takes a very discerning ear to know the difference.

Is this something that we as content creators need to be fearful of?

My answer is no.

But it is something to be aware of.

Lat week, a good number of us enjoyed a big laugh when our fearless leader, Kat Morgan Gaines passed around a YouTube link to a GPT created TV commercial for a pizzeria called Pepperoni Hug Spot.

Link is here:

AI generated TV commercial

There’s no doubt there’s a lot of flaws. There’s the somewhat broken delivery. There’s just a lot of meaningless data. Although, I did find it’s closing tag line intriguing.

“Pepperoni Hug Spot: it’s like family with extra cheese.”

I must admit, that sounds like something I might come up with –if I were targeting those who are really into extra cheese on their pizza. I’m sure there’s a market out there for it.

Consider this. When viewing the spot, what emotional connection –if any –did you feel?

For all it’s virtues, AI has yet to become sentient.

It isn’t just I think. Therefore I am.

Sentience is the capacity to feel and register feelings and experiences.

It’s I think and feel. Therefore, I am.

Emotion sells. Data does not.

We all know that. But now it’s even more imperative that we help create an emotional bond between our clients’ brands and our listeners.

There are things that chatbots can help with. There are those 05 second billboards and 10 second sponsorships.

But, when it comes to creating a meaningful and results attaining message, it takes sentience.

I’ve always joked that the level of AI we’ve dealt with in radio so far is like a superhuman three-year-old child. It can do calculus and quantum physics. Yet, it refuses to be potty trained because it’s smarter than you and I. 

Let’ s all hope and pray that if and when AI does become sentient, it will acquire emotional intelligence. Else, we’ll have a superhuman three-year-old child temper tantrum on our hands.

Respectfully

Mike -The Reel Architect.