While the idea of using AI to rapidly produce podcasts may sound scary to some fans and creators, other players in the industry see it as an inevitability. Oskar Serrander, whose studio Wondercraft combines AI and podcasting and describes it as an “audio version of Canva,” says he sees AI as a way to help creators “create at the speed of culture.” He acknowledges that AI has limitations — for example, the technology often draws from past ideas rather than generating new concepts — but he appreciates that AI could lower the barrier of entry for some brands and creators.
Selander points out that there are fewer podcast creators than there are OnlyFans creators. But there are millions of YouTube channels, “and TikTok and other social media channels and all of those creators” competing for people’s attention. AI could lead to the “democratization of podcasts,” ultimately making it a more interesting and profitable industry, Selander said.
Certainly, those deep in the technology of podcasting don’t think so. Jason Saldana, chief operating officer of the nonprofit digital-radio distribution company PRX, says the creators he works with seem wary of AI, in part because they believe “the real power of media is in the relationship between host and audience.” (Disclosure: PRX distributes podcasts for WIRED’s parent company, Condé Nast.)
Using AI to translate a podcast into 20 languages and send it out as is is certainly appealing, but it pushes the boundaries of authenticity. “The most successful podcasts have a one-to-one relationship with their audience, where the audience believes they’re having a conversation with people in the room or trying to solve a problem together,” Saldaña says. Tapping an AI voice to read the day’s news or create an entirely new story related to the day’s news may sound appealing to those hoping to make money from podcasts, but Saldaña believes it’s a losing battle in the long run.
“Most of the audio companies are run by former radio executives who in the ’90s filled nearly 50 percent of their broadcast content with ads,” Saldana explains, “and as a result, audiences started thinking, ‘Too many ads. We need an alternative,’ and they moved to Napster and then Spotify.”
Now those executives are working in digital audio and applying the same strategies to try to best monetize podcasts, Saldana said. Doing so while adding more podcasts to the marketplace devalues premium content and puts the entire podcast industry at risk.
“These companies are flooding the market with content to get a minimum level of engagement. It’s a fine strategy, but it’s not a long-term strategy,” Saldana said. “It’s awful and it’s bad. At the end of the day, it’s like cutting your nose to make money.”
Caloroga Shark doesn’t think so. For Francis, AI should be part of the mix of tools podcasters use to stand out in a crowded field. “Listeners decide which shows are worth sticking around for long, with or without the use of AI,” he says. Pager Protocol may or may not be part of that mix.
