Artificial intelligence (AI) is revolutionizing the broadcasting industry, streamlining production processes, and personalizing content delivery at a scale never seen before. AI is now automating content creation, managing real-time audience data, and even generating synthetic voices for broadcasts — all while reducing costs and increasing operational efficiency.

However, this rapid technological shift raises concerns about maintaining the human element essential for genuine audience engagement. Media companies face a pivotal decision: fully embrace AI automation or find a strategic middle ground where human creativity and oversight remain central.

This article explores how AI is transforming broadcast production, the potential pitfalls of over-reliance on automation, and how media companies can craft a winning strategy that leverages AI’s efficiencies without losing the authenticity that builds audience trust.

Evolution of AI in Broadcasting

Early AI Adoption

In the early 2010s, AI was primarily used for automating repetitive tasks like closed captioning, metadata tagging, and content indexing. With advancements in machine learning and natural language processing, AI evolved to generate scripts, automate editing, and even produce real-time sports highlights.

Key Milestones

• 2016: IBM’s Watson generates highlight reels for live sports using AI-powered analytics. Source
• 2019: Bloomberg and Reuters begin using AI to generate financial reports. Source
• 2023: AI-generated news anchors debut in China. Source
• 2024: Netflix and Disney integrate AI for personalized recommendations and automated dubbing. Source

Case Studies: AI Integration in Broadcasting

NPR’s AI Integration

In 2023, NPR laid off 10% of its workforce while simultaneously experimenting with AI-generated content, including an AI-cloned version of host Robert Smith in a Planet Money episode using WellSaid Labs technology.

ESPN’s AI Avatar: FACTS

In 2024, ESPN debuted an AI avatar called FACTS to deliver sports analytics on SEC Nation, powered by Nvidia’s ACE, Azure OpenAI, and ElevenLabs. Source

AI Broadcasting Technologies in 2025

1. AI Content Creation

Platforms like Pictory and Synthesia enable scriptwriting, editing, and visual content generation. AI-generated ads are gaining traction — 80% of advertisers feel positively about using generative AI to drive engagement. Source

2. AI-Driven Voice Technology

Voice cloning platforms like ElevenLabs allow hyper-realistic, multilingual audio production. iHeartMedia added the AI-hosted podcast Daily Dad Jokes to its network in 2023. Source

3. AI in Broadcast Distribution

Platforms like Amagi use AI to optimize scheduling and ad placement. The AI in Media market is projected to grow from $8.2B in 2024 to $51.1B by 2030. Source

4. AI for Predictive Analytics

Netflix uses AI to analyze viewing patterns and optimize recommendations. AI also supports predictive maintenance in broadcasting by detecting issues like server overloads before failure. Source

Challenges of AI in Broadcasting

1. Loss of Authenticity

According to the Reuters Institute, audiences view AI-generated news as less trustworthy than human-created content.

2. Quality Control Risks

In 2023, Gannett’s AI system published placeholder text in a high school sports article — including “[WINNING_TEAM_MASCOT]” — leading to public backlash and a paused rollout. Source

3. Ethical and Copyright Concerns

AI can replicate voices or writing styles without consent, raising questions about IP, deepfakes, and misinformation.

Strategic AI Implementation in Broadcasting

• ✅ Use AI for repetitive, back-end tasks
• ✅ Keep human oversight on creative/editorial decisions
• ✅ Enforce quality control protocols
• ✅ Develop ethical policies around AI use

Conclusion: Finding the Balance

The future of broadcasting belongs to those who can balance AI’s efficiency with human creativity. While AI enables faster content creation and deeper personalization, maintaining emotional resonance and trust remains essential.

The question isn’t whether to use AI — it’s how to use it without losing the human touch.

— Written by Bill Bernardoni, founder of The Bernardoni Brief & Bernardoni Media & Marketing. Please visit Bernardoni.media for more.