BIA Says AI Could Become Radio’s Next Client Retention Tool.

As artificial intelligence reshapes how consumers discover businesses and brands online, BIA Advisory Services says broadcasters have an opportunity to strengthen advertiser relationships by helping clients navigate a rapidly evolving marketing landscape.

VP of Analysis and Insight Celine Matthiessen argued on pair of recent “Leading and Local Insights” podcasts that the shift extends beyond technology and is changing where consumers form opinions and make decisions.

“The place where opinions are formed and shortlists are created is moving from search results page into AI-generated answers,” Matthiessen said. For marketers, she believes the challenge is increasingly becoming whether they are part of the recommendation.

The discussion comes as OpenAI expands advertising within ChatGPT through sponsored recommendations, sponsored citations and shopping-focused product carousels. While those new ad formats have generated considerable attention, BIA Chief Analyst Mike Boland suggested the broader implications may be more important.

“It’s sort of a logical monetization path for something that runs parallel to search in a lot of ways, in that it’s like a high-intent medium,” Boland said. He thinks the opportunity for broadcasters may be helping advertisers understand how AI is changing consumer behavior.

Research shows traditional Google searches average roughly four words, while AI-driven searches average about 23 words as users increasingly interact with conversational platforms using detailed prompts and follow-up questions. Instead of searching “coffee near me,” for example, consumers may ask for a coffee shop along a specific route, within a certain distance from a highway, with a preferred brand and particular amenities. AI systems are increasingly capable of processing those requests and delivering personalized recommendations. The result is a more conversational form of search that remembers prior interactions and allows users to refine questions through an ongoing dialogue rather than a series of disconnected searches.

That shift is changing how businesses earn visibility online. Boland said reviews, Reddit discussions, FAQ pages and third-party citations are becoming increasingly important as AI systems assemble answers and recommendations. He also suggested businesses revisit public relations efforts that can help generate references used by AI systems.

“The evolution of AI is moving a lot faster than the smartphone,” Boland said. He thinks businesses are looking for guidance as they try to understand how AI will affect everything from advertising and customer acquisition to online visibility.

“If you know your stuff really well and you can go to clients or potential clients and sell by not selling — but by being an educational source by making them smarter about something that may be giving them anxiety, something new,” Boland said.

Boland argued that broadcasters who position themselves as trusted advisors rather than simply media vendors could gain an advantage as local businesses search for answers.

“As reps or media companies educate their clients and be an entity that holds their hand into this crazy new world, they will remember it,” Boland said. “You’ll be their AI guy. And I think that trust and relationship will translate into dollars in terms of their spend on a longer-term basis.”

For broadcasters, the takeaway may be less about competing with AI and more about helping advertisers understand a new environment. Boland also cautioned that sales reps that wait too long to adapt risk making the same mistake some companies made during earlier technology transitions.

“Those that took a wait-and-see approach, or those that waited too long, missed the boat,” he said. Boland’s advice for broadcasters and marketers alike is straightforward. “Make yourself smart on this stuff and then be a consultative educational resource for your clients,” he said.