Radio, Podcasts Should Be Central To AI Media Plan.

At a point where, according to a Quantilope study, weekly use of AI among Americans is at 50% – matching the level of internet use in 2001 – AI brands would be smart to market their applications for the workplace, as the study finds 70% of Americans use it primarily for personal use. That study also finds that audio listeners are the most interested in using AI.

“Americans are vaguely aware and modestly interested in AI services,” Cumulus Media/Westwood One Audio Active Group Chief Insights Officer Pierre Bouvard says in Westwood One’s blog. “The emotional benefits and use cases of AI services for the workplace need to be articulated, [and] audio should be a centerpiece of AI media plans. Heavy podcast and AM/FM radio listeners significantly over-index on AI usage, awareness and interest, [so] AM/FM radio and podcast advertising can help AI firms build brands and grow sales.”

Quantilope’s research shows that among all users of audio, there is much greater interest in AI than among other media users, with AM/FM and satellite radio and podcasts leading the pack. Additionally, heavy audio consumers are much more frequent users of AI for personal as well as work uses, compared to average Americans.

The study also finds that sports audio content, including AM/FM sports stations and play-by-play and sports podcasts, is a strong environment for AI brands. Compared to total U.S., sports audio listeners age 18+ are far more interested in AI, and are significant more likely to use AI personally and at work.

AI advertising needs to take into account significant differences in attitudes and use among marketers and media agencies vs. everyday Americans, based on results of an Advertiser Perceptions study of the former and Quantilope’s survey of the latter. While advertisers are far more likely to be “excited” and “hopeful” about AI, average Americans are more “cautious” and “concerned” about the technology.

Based on the research, Bouvard says, “AI ad creative must be sensitive to consumer apprehensions. Average Americans are guarded about AI, [so] creative strategy should be mindful of these anxieties. Ad creative should depict AI ‘as the tool in your hand, not the mind in control.’ Build trust and belief in AI by positioning it as a collaborator, not a replacement.”

Research also finds AI ads “must prioritize emotion and creating positive memories over rational features and benefits,” Bouvard says. “Focusing solely on speed, cost savings and ROI misses the emotional impact on consumers. Emotional impact is what directly influences brand trust and purchase motivation.”

Perhaps most important, research shows AI brands should adapt marketing to four distinct generational targets: Gen Z, Millennials, Gen X and Boomers, with differing approaches for each.

While a Gallup study found that more than half of all U.S. employees now use AI, Quantilope’s deeper dive found similar levels of AI use among small, medium and large businesses, where a third use AI daily while 40% use it either infrequently or never. Across the board, the most mentioned advantages of AI are “it saves time,” “it makes jobs easier” and it “minimizes errors.”