Empowerment, Not Replacement
There has been a wave of attention around Inception Point AI, which is producing thousands of new podcasts each week. The scale is extraordinary, yet the outcome is questionable. UK media analyst Matt Deegan has written that these shows are unlikely to create lasting value for listeners or advertisers, and that is the real issue. Quantity alone does not build an audience or protect commercial partners. AI’s inclusion in audio production lights the touch paper, and quite rightly so.
My own experience, both inside businesses and now with clients engaged in AI audio production, confirms the quality-versus-quantity quandary. The technology can generate smooth-sounding programmes, yet sounding smooth is not the same as connecting. Across Europe I saw entire AI stations launch, and while the engineering impressed, the impact was limited because cultural resonance and emotional recall were missing.
Australian network CADA recently revealed that one of its channels had run an AI presenter for months without informing audiences. I am currently working with a client delivering the same formats that have been recreated in that space. If I could play both versions side by side, the contrast would be obvious. The human-led collaboration is more engaging, holds attention for longer, and creates stronger recall by a country mile. Unfortunately, contractual reasons prevent me from sharing those examples, although perhaps AI could offer a solution to that problem.
Dubai’s radio market is among the most vibrant globally and is experimenting heavily with AI products. This market serves 3.7 million residents with a rich mix of English, Hindi, and Malayalam stations such as Virgin Radio 104.4, Dubai Eye 103.8, Hit 96.7, and City 101.6. AI presenters are active—102.4 Mirchi’s AIRAH (2023) and Channel 4 FM’s AI RJ Steve (2025)—yet these remain niche experiments rather than a wholesale shift to AI-led programming.
Human presenters continue to dominate because they deliver what AI cannot: humour, cultural depth, and emotional relevance. Virgin’s Kris Fade and Hit 96.7’s Big Breakfast Club remain unmatched by algorithms, driving loyalty and higher advertising revenues. Broadcasters such as ARN demonstrate that human-led shows boost prime-time rates by up to 15%, proving the UAE market values connection over automation.
When a competitor in any market chooses to replace human talent entirely with AI, the smartest response is not fear but opportunity. They may enjoy short-term headlines and reduce their annual budget to impress the media owner, yet the benefit to audience or commercial growth is rarely there. Audiences and clients feel the difference even when they cannot describe it. That is why the human element will always deliver the long-term win.
One of the best examples of AI in audio came in June 2025, when 106.3 The Fizz in Los Angeles launched as a fully AI-generated FM station. Everything from DJs to fictional bands was created to market Slice soda’s relaunch. It nailed originality and commercial impact, proving AI’s marketing magic without displacing human talent. A brilliant piece of work.
The conclusion is clear. Investment in AI makes sense only when it empowers human creativity rather than replacing it. Broadcasters and content companies that recognise this will build stronger products, retain talent, and deliver superior commercial outcomes for the long term, rather than chasing the quick fix of this year’s budget or the fleeting glow of a tech headline.
If you want a conversation on making AI benefit your audio business then let’s chat, helping you create is what we love to do.
