The Risks of AI-Generated Website Content

I’m sure it comes as no surprise that we’ve been excited about the potential of AI. Historically, radio has “done a lot with little,” and AI can seem like the game-changer we’ve always dreamed of. In minutes, we can whip up station jingles or craft and voice commercial scripts for our clients. AI can quickly process large volumes of data, providing insights into audience behavior and preferences to inform our programming and marketing strategies. Plus, it provides an endless reservoir of knowledge for show prep and SEO-optimized website content, helping our website rank higher and attract more organic traffic. However, with all these benefits, there are also risks to consider. Today, let’s explore what station managers and content creators should be mindful of when using AI-generated content for your station website.

1. Lack of Authenticity

AI-generated content often lacks the unique voice and personality that makes radio stations stand out. For instance, when sharing a story about a local event or a historical music milestone, listeners want to hear the genuine enthusiasm and personal touch that only a human can provide. AI might produce grammatically correct content, but it can come off as generic and lifeless.

2. Inaccuracies and Misinformation

AI tools rely on existing data to generate content, which can sometimes produce inaccuracies. For radio stations, providing incorrect information can damage credibility and trust with your audience. Imagine writing an article about an artist coming for a local concert only to find out later that the details were wrong because the AI didn’t check the most recent information about them from their social media.

3. Lack of Context

Radio stations thrive on context and local relevance. AI can struggle to understand the nuances of local culture and events. For example, an AI might not fully grasp why the annual cultural arts festival is a significant event for your listeners around that area. This can lead to content that misses the mark.

4. Limited Creativity

AI-generated content can be repetitive and lack creativity. Radio stations need fresh, engaging content to keep listeners tuned in. An AI might generate a basic outline of a music review, but it won’t capture the passion and insight that a dedicated music enthusiast can provide. This could lead to a stale and uninspiring listening experience.

5. Ethical Concerns

Using AI to produce content raises ethical questions. Are you transparent with your audience about the origins of your content? Listeners might feel deceived if they find out their favorite station uses AI-generated material without knowing first. Maintaining honesty and transparency is crucial to building and retaining trust.

In addition, GenAI tools “scrape” or pull information from other sources to produce their responses.  When you use AI to rewrite other pieces of content without adding anything of value yourself, you could violate Google’s scraped content policy.  “Scraping” is publishing content from other reputable websites.  This can hurt your website’s search results performance.

6. Dependence on Technology

Over-relying on AI can make your station vulnerable to technological failures. If your AI tool malfunctions or produces a glitch, you might find yourself scrambling to create content manually. What you produce without AI may not be on par with the content you produce with it.  It’s essential to balance and not become overly dependent on AI solutions.

Balancing AI-Generated Content with Human Touch

While AI can be a helpful tool for generating ideas and handling repetitive tasks, it’s vital to strike a balance. Here are some tips:

• Use AI for Assistance, Not Replacement: Let AI handle mundane tasks like generating initial drafts, but ensure the person using it always reviews and personalizes the content.
• Incorporate Local Flavor: Ensure your content includes local insights and anecdotes only someone familiar with your area can provide.
• Stay Informed and Updated: Regularly update your AI tools with the latest information and verify the accuracy of the content they produce.
• Be Transparent: Being honest with your audience about using AI can build trust and show that you value your listeners’ engagement and loyalty.

When I started this podcast, researching each episode took nearly a week. Just finding the right image on stock image sites took another couple alone.  Using AI as a content helper, I’m researching and writing episodes within hours, including images.  It’s important to treat AI as a helper, never a “doer.”

While AI offers exciting possibilities for easing the content creation workload, it’s crucial to remain aware of its limitations. By combining AI’s efficiency with the authenticity and creativity of your input, your station can continue to provide engaging and reliable content that resonates with your audience.