by Bill Bernardoni

In July 2025, Saga Communications, a major player with 113 AM and FM stations across 27 markets, announced a bold cost-saving move: replacing traditional voiceover talent with AI-generated voices for station imaging and promotions. [1] First reported by Barrett Media, this shift focuses on jingles, liners, and ads—not live hosts or core programming—offering a model for how radio can balance financial pressures with human connection. [1] For The Bernardoni Brief readers—marketers, broadcasters, and media strategists facing tight budgets—this raises a key question: Can radio stations use AI to cut costs without losing the trust and warmth of the human voice? This article takes a balanced, data-driven look at AI in radio through Saga’s lens. We’ll break down how AI saves money, why human voices still outperform bots in trust and emotion, and offer practical strategies to blend AI and talent effectively.Optimized for SEO with terms like “AI in radio 2025,” “human voices in broadcasting,” and “radio cost-saving strategies,” this post is your roadmap to keeping radio both profitable and personal.

Saga’s AI Strategy: Cutting Costs, Protecting Jobs

Saga’s pivot to AI is a direct response to tightening margins. As CEO Chris Forgy explained:“The savings we were able to generate by going through this other way of doing station imaging—utilizing AI—saved about 10 people who otherwise would have lost their jobs.” [2] In Q1 2025, Saga reported a 4.3% revenue drop to $24.2 million and a $2.4 million operating loss, including a nearly $1M non-cash write-off. AI was a financial lifeline. [3] By using third-party tools trained on human voice samples, Saga eliminated session fees that typically run hundreds—or even thousands—of dollars each.The tech delivers:

• AI-generated weather and traffic updates
• Multilingual ad personalization
• 24/7 production with consistent tone
• Scalable, targeted campaigns

Stations like KERR/KIBG in Idaho use AI for routine weather segments but keep live meteorologists for deeper coverage—proof that AI and human talent can coexist. [4] On social platforms like X, some call Saga’s move “budget-smart,” while others, including the National Association of Voice Actors (NAVA), warn of ethical issues like unauthorized training data and job displacement. The divide underscores the need for thoughtful adoption—not total automation. [5]

The Power of Human Voices: Data-Backed Emotion & Trust

Radio has always been about connection. Voices that sound like friends. Hosts that hype up a local high school game or comfort you during your morning commute. A 2023 Scientific Reports study showed human voices with emotional inflection activate brain regions tied to empathy and memory—what researchers call “neural coupling.” AI voices, by contrast, often miss the mark emotionally. [6] Here’s what the listener data says:

• Edison Research (2024): 65% of listeners prefer live hosts for relatability—even when scripts are the same. [7]
• Audacy Innovation Tracker (2024): 55% trust human media voices; only 23% trust AI-generated ones. [8]
• NuVoodoo (Feb 2025): 62% prioritize human authenticity in storytelling and personality-driven content. [9]

In the Illinois Valley, voices like Bill Myers—a retired educator and have become trusted staples. Whether leading a hike or telling a local legend, he creates presence, not just content.

“The human voice is the most powerful sound in the world.”
— Julian Treasure, sound expert and TED speaker. [10] That trust drives business impact:

• Think with Google: Emotionally engaging ads drive 31% higher purchase intent [11]
• Veritone (2024): Live-read radio ads have 25% higher recall than automated spots [12]

The magic isn’t just in the message—it’s in the delivery.

Radio’s Revenue Reality: Why AI Looks Appealing

Radio in 2025 is up against serious headwinds:

• Ad revenue is projected to decline 2.1% annually through 2027 [13]
• Streaming platforms now capture 80% of U.S. ad spend [13]
• Small-market stations especially struggle with staffing full-time voice talent

In this context, automation can be a lifeline: Adthos: AI-powered dynamic ad insertion boosts conversions by 20–30% [14] Saga: Reinvests AI imaging savings into retaining on-air human hosts [1] But overuse comes at a cost. A 2024 experiment by a Polish station using an AI host drew backlash for sounding “soulless.” [16] Similarly, the 2025 Reuters Digital News Report warns that over-automation can increase listener disengagement and news avoidance. [17]

Blending AI & Human Voices: Drawing the Right Line

AI and human voices don’t have to compete—they can complement each other. The smart stations are doing this in three ways:

1. Use AI for Efficiency
   

   Automate low-emotion, high-frequency tasks:

   • Imaging
   
   
   • Weather reports
   
   
   • Overnight voice tracking
   
   
   • Multilingual ad creation

   Saga’s model—using AI only for promos while preserving live hosts—is a blueprint for balance. [1]
   

2. Use Humans for Connection

   Keep people where emotion, personality, and context matter:

   • Morning shows, community updates, sports commentary

   • Local storytelling and listener call-ins

   • A 2024 Kantar Media study found 72% of listeners want humans for emotional or localized content. [19]

3. Be Transparent About AI Use
   

   Labeling matters. A 2025 Menlo Ventures report found 58% of consumers distrust AI content that’s not disclosed.[4] With the FCC currently reviewing AI labeling for political ads, disclosure rules may soon extend to media promos and voiceovers. [20]
   

Actionable Strategies for Broadcasters & Brands

To cut costs without cutting connection, here’s what to do in 2025:

• Use AI for back-end tasks: Scriptwriting, post-production, dynamic ad generation
• Invest in emotional storytelling: Train human hosts to create deeper connections
• Feature community voices: Local guests, business owners, and recognizable figures
• Track engagement: Use data to measure performance across AI vs. human voice content
• Be transparent: Let audiences know when AI is used—it builds long-term trust

Conclusion: A Budget-Friendly, Human-Centric Future

AI doesn’t have to steal radio’s soul—it can help save its budget.Saga’s 2025 shift shows how stations can use AI for imaging and promos, trimming costs while keeping the live voices that matter most—the ones that connect. The formula isn’t either/or. It’s automate the routine, amplify the human.What’s your take on this balance?

Drop your thoughts in the comments.