👉‍ Background: ARN Media is an Australian media company that runs more than 58 radio stations in 33 different markets. But, the past 12 months have not been a happy time in the ARN-studio:

• It share price has fallen by more than 31%.
• It failed in its bid to acquire Southern Cross Media
• Its headline hosts, Kyle and Jackie O have been flopping in the Melbourne market

‍👉 What happened: ARN is in the spotlight once again - with their radio station CADA, ARN’s digital hip-hop radio station. Last year, CADA introduced (very quietly) their new on-air talent who hosts their 11am - 3pm show. She goes by the name of Thy and she’s been mixing some absolute bangers.

‍👉 What else: But now, ARN and CADA have admitted to using a tool that turns text into Thy’s speech. And the oddest part, Thy’s voice and likeness is modelled on an ARN employee in the FINANCE team! The lack of transparency has led to concerns from staff members and listeners alike.

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‍What's the key learning?

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‍💡AI might save you money, but it could also cost you credibility. Just 6.4% of Australians felt comfortable with AI-generated news presenters. And that figure only rose to 9.6% when the AI use was actually disclosed.

💡That means more than 90% of Australians get the ick when a robot reads the news. That’s exactly why CADA’s decision to run an AI host named Thy for over six months—without ever telling listeners has caused some serious controversy.

💡For many listeners, radio is personal. And even though it’s slowly dying, listeners love the brekkie banter and the human touch that makes it feel like someone’s talking to you. So companies experimenting with AI need to be upfront about how it’s used... or risk losing the audiences they’re actually trying to serve.