ChatGPT – the language model developed by OpenAI, designed to respond to text-based search queries and generate natural language responses – may hold promise for podcasters to be used in in range of ways, such as writing show newsletters or creating episode summaries. To gauge the interest among podcasters and listeners, Acast conducted a survey about ChatGPT’s potential and found that both overwhelmingly support the use of AI tools — but differ on how they should be used.
Acast says every single podcaster that it surveyed, and the vast majority of listeners (85%) it quizzed, believe that it is ethical for podcasters to use AI tools to create podcast content. But podcasters are far more likely than listeners to believe there should be no limits on how podcasters use the tools. It found 84% of podcasters think no restrictions should be placed on ChatGPT use while 36% of listeners said the same. And about half of listeners (49%) believe it is ethical for podcasters to use such tools as long as they are only being used for idea generation.
The gap is likely tied to the impact that each segment thinks ChatGPT will impact the quality of podcast content. Overall, podcasters (84%) and podcast listeners (57%) expect ChatGPT and similar tools will improve the quality of podcast content. But podcasters are significantly more likely to say AI will bring much improvement.
The survey shows three-quarters of podcasters predict the AI technology will make the content “much better,” but only one in five listeners say the same. More listeners (28%) predict it will not change content all that much, while one in ten think it will make content “slightly worse” – which is more than twice the four percent of podcasters who worry ChatGPT will be bad for content creation.
The research is based on a January survey of 50 podcasters and nearly 300 listeners in the U.S., all of whom were all familiar with ChatGPT.
Tommy Walters, Commercial Insights Manager at Acast, reads into the survey results as showing that listeners are optimistic about the impact of AI, but they’re proceeding with caution and so podcasters should honor that trust and not let AI encroach on the qualities that make their shows special.
“What makes podcasting so special is the intimate bond podcasters form with their listeners, which arises from authentic storytelling that fosters connection. It’s most important for podcasters not to jeopardize that bond,” Walters said. “While podcasters may be ready to dive headfirst into AI technology, their listeners want them to use the technology to enhance — not replace — human thinking. Podcasters should use AI to help them plan their content, but they shouldn’t use it to automate the entire creative process.”
While the Acast research didn’t survey advertisers, it believes the findings provide a clear takeaway for them when it comes to using AI and how brands can use AI to improve efficiency based on listeners’ perception. That includes using ChatGPT to improve the speed and efficiency in campaign planning and creation, with processes like research and ad copy creation.
“Listeners, the target audience for podcast advertisers, have made it loud and clear that they value authenticity,” Walters said. “When crafting campaigns, podcast advertisers would do well to use AI in a way that helps them improve their efficiency — without compromising on the authenticity of the campaign.”
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