Chris Brunt, director of Artificial Intelligence, digital and revenue generation at Jacobs Media, told Radio World in a summer 2025 interview that adoption of Artificial Intelligence at radio stations has accelerated dramatically. Eighteen months ago roughly a quarter of broadcasters reported using Artificial Intelligence; today Brunt said an overwhelming majority do, across market sizes. The piece frames the change as widespread uptake of text, audio and video generation tools to meet greater workloads with fewer staff.
Broadcasters are applying Artificial Intelligence primarily to copywriting, ad production and sales support. Off-the-shelf products such as ChatGPT, Gemini and Copilot dominate text generation use cases, while ElevenLabs is used for audio and Waymark for video ad creation. Brunt noted sales teams are generating spec spots and upgraded scripts quickly, including clips for digital audio platforms, and that those practical outputs are helping increase ad close rates.
Beyond single-task tools, Brunt highlighted a shift toward agent-based systems that can orchestrate multi-step projects. He pointed to OpenAI’s Operator as an example: a system that takes a goal, breaks it into tasks and coordinates other tools or APIs to execute them, acting as a digital project manager. Broadcasting technology vendors are exploring how to embed such agents into their platforms to automate complex workflows and optimize operations rather than only speeding individual tasks.
The article also addresses limits and listener trust. Brunt said the initial panic around Artificial Intelligence has eased as broadcasters see efficiency gains, but cautioned against replacing on-air human presence. He cited Alpha Media’s decision to pull an AI jock in Portland and referenced a Christian Music Broadcasters Techsurvey showing 91% of listeners want stations to be transparent about Artificial Intelligence use.
Looking ahead, Brunt expects continued embedding of Artificial Intelligence into products and a move toward hyper-personalized content. He described a future where systems could scan social behaviors to generate custom podcasts and curated experiences, and concluded the industry is in a race to build agents that curate entire audience experiences.
