Imagine you and I are having a philosophical conversation about the wisdom of brand building for radio, and I laid this piece of advice on you:
“Remember, building a great radio station brand takes time, effort, and a commitment to excellence, but the rewards are well worth it.”
Well, you’d probably think this veteran consultant was giving you a sensible bit of wisdom from his vast experience consulting radio stations. Except I didn’t say it. Nor did Mike McVay or Val Geller or any other radio station consultant.
In fact, it was the conclusion from a bot – a piece of code – ChatGPT, to be exact.
We’re talked a lot already this year about AI, chatbots, and specifically, the marvel of ChatGPT, the incredible software that represents some of the best technology we’ve seen to date. Seth wrote a great blog earlier this month that included several pieces of sample copy the algorithm wrote. And I wrote a post a couple weeks back about this technology, and Microsoft’s steep investment in this blossoming space.
This app is pretty smart, essentially able to review mass amounts of online information in a split-second. It categorizes and retains that information and translates it into human speech in remarkable time. If you’ve become frustrated trying to get Alexa or Google Home to understand your questions and answer them accurately, you’ll find ChatGPT is an amazingly different experience.
And it’s growth is astonishing. Statista recently published the chat below, showing how long it took popular platforms to reach one million users, downloads, etc. ChatGPT is in a class by itself.
And users are rapidly figuring out interesting ways to put ChatGPT to the test.
Last week, I happened across the PRPD Facebook Group where a conversation broke out about ChatGPT’s capabilities. Former general manager and all-around brilliant observer of Public Radio, Tim Eby, found an example of ChatGPT writing pledge break copy. The result is below:
Now, of course, every Public Radio wordsmith and grammarian went nuts on this copy. And as many point out, it gets no better than a “C” grade. Most in Public Radio do a better job than this.
But then again, I’ve heard much lamer appeals for donations. And as PRPD CEO Abby Goldstein pointed out, if it works and raised money, it could become a system standard.
It’s also worth mentioning that today is the worst this technology will ever be. It gets smarter with each passing minute, with each question, with more input from us.
I would encourage you to visit the OpenAI website, register, and start asking the bot some questions. Many experts believe you’ll have to pay a fee for ChatGPT perhaps soon, so play with it for free while you can. You might surprise yourself by just how sophisticated it is. That was my experience when I asked it how to get better radio ratings. I’ve heard consultants offer much worse advice:
Pretty fundamentally sound, don’t you think? Maybe for radio pros there’s nothing especially new here. But for people considering investing in the industry, joining a board, or perhaps thinking about a career in radio from another line of work, you could do a lot worse to follow these eight steps.
So, I refined my search, and asked ChatGPT what it might require in order to build a great radio brand:
Again, a very sensible punch list from a piece of software. And perhaps for a consultant, operations manager, or group PD, a great starting point. ChatGPT missed a few things I’d put on my list – audience research and personalities, for example. But much of the rest of this is sound, smart, and quite thorough.
Wherever your inspiration and creativity come from, you have to be adaptable. AI applications like ChatGPT likely won’t replace us, but they may very well end up writing first drafts of promos, pledge breaks, commercial copy, morning show benchmark bits, and yes, blogs. 
Even the most creative among us get writer’s block now and again. It is easy to envision how AI tools like ChatGPT will give us kernels of ideas we can you to get back in the game.
The way I look at it, in 2023, we’ll take all the intelligence we can get – artificial or not. Plus, even if you lament this innovation or wish to rebel against it, my consulting advice to you is that the toothpaste is out of the tube. Let’s figure out the best, most constructive, and most productive ways to use it.
And you never know. My version of Artificial Intelligence – ChatFNJ – could become the next big thing in AI – and in radio.
Go ahead, ask me anything.
A big thank-you to Keith Cunningham who’s asking ChatGPT lots of questions.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Wow! You sure know how to start the week. Practicality, personality, community, comfort and connection make super branding happen. And, it can be cost-efficient. Thanks again, Sir Fred.
Thanks for reading it, Clark.
There is a lot of fear regarding Chat GPT from the creatives and I share that. It’s not just Chat GPT, there is now music AI doing the same thing with music, and no doubt it will impact daily life like the phone but in a deeper sense of humanity. As you say the toothpaste is out of the tube and I agree.
Historically someone is always looking to see what is over the horizon and commercializing that vision in the start-up ecosystem. Developing right before our eyes like a Polaroid Picture in our hands, the frontrunners and early adopters embrace new tech. There is nothing wrong with that but there is always a downside of equal effect.
Still, how can anyone stand in the way of technology? Lately, I don’t think anyone can and should they. Kids entering elementary school today will see a different world when they reach AARP age, possibly looking from Mars. Better have direct deposit.
Technology in the right hands does great things but equal in measure, in the wrong hands could be a slippery slope. There is always a price paid for progress, I think we all know that.
https://www.vox.com/future-perfect/2018/11/2/18053418/elon-musk-artificial-intelligence-google-deepmind-openai
Good to hear from the “thinking person’s musician,” Billy. I worry about all these things, too. (This would have helped those term papers, wouldn’t it?)
And now, there’s at least one official AI-powered copywriting offering for radio: Radio Workflow’s Write My Ad / Fix My Ad (supposedly launched over the weekend).
I saw their ad earlier today. It doesn’t take long, does it?
I asked Chat GPT if it was a good idea to hire Fred Jacobs as a radio consultant. Here’s the answer I got:
“I am an AI language model and do not have the ability to make personal recommendations. However, if you would like information on Fred Jacobs and his experience as a radio consultant, you could look up his credentials and track record in the industry. Additionally, it may be helpful to consider the specific needs and goals of your radio station, and whether Fred Jacobs has the relevant expertise and experience to meet those needs.”
It’s pretty clear Fred needs to “up” his game online. Otherwise, we’ll never get recommended by the bots!
Thanks for doing this. Hilarious. (and scary)
Brian, I don’t thing the algorithm can cope with all the variables involved in choosing just the right consultant. Of course, a simple but emphatic “YES” would have sufficed.
Playing off the combination of the Borg image and your blogpost, Fred, should we be thinking that “resistance is futile”?
Something like that, K.M. 🙂
At the risk of stating the obvious, Fred, isn’t it apparent that for many years now the music programming of most commercial radio stations across the country has been done by a form of corporate artificial intelligence in lieu of the individual curation formerly accomplished by savvy air talent granted wide discretion by the managers of what were then called “free form” radio stations? And, all the other good recommendations your bot made notwithstanding, programming–content–is what makes or breaks a station. Corporate radio management has demonstrated it doesn’t need ChatGPT to self-torpedo.
John, I was hoping you’d bring this perspective to the conversation. Interesting thing is that Paul and I just received an email from a happy client thanking us for helping them establish a connection for them. And I thought, that’s something ChatGPT cannot do.
All this chat about AI has our ears bleeding, right? Which way will the pendulum swing next ? We thought CGI would take over the movie business. It hasn’t. Automation would make radio jobs disappear. From extremely successful stations? It hasn’t. The good news is that creative humans will overcome any potential threat from non-human technology. It’s up to us (creative humans) to find ways to utilize the advancements in technology to improve it all-not to fear or dismiss the capabilities. Back in the day transmitter readings were taken every 30 minutes. In 2023 they’re all automated…and the listeners haven’t noticed. Carts and CDs are now bits and bytes from a server, and the listener hasn’t noticed. How about we take this new service and make the experience better for the listener ? Up to now no one’s done that. I know that will be the new reality of the audio industry once we shake down the shock of the oxymoron called “artificial intelligence”. In the words of many, you can’t make this stuff up.
“How about we take this new service and make the experience better for the listener?” What a novel idea, Dave.
I asked ChatGPT if I should read Fred Jacobs’ blog about ChatGPT.
Here is the response:
“Whether or not you should read Fred Jacob’s blog about ChatGPT depends on your personal interests and goals. If you’re interested in learning more about OpenAI’s large language model, ChatGPT, and its applications, then reading Fred Jacob’s blog could be a good choice for you. However, if you’re not interested in this topic, it may not be worth your time.”
Marty, everyone knows those bots cannot be trusted. (I better work on my Google listings!!)
Is ChatFNJ the new Max Headroom?
ChatGPT is pretty cool. But have you seen the AI video for Jefferson Airplane’s WHITE RABBIT?
WOWZERS!
No, but it sounds like it’s right up my alley, JC.
Just tried it and I can see where this can be a “thought-starter” in so many ways if used properly. Fascinating exercise.
But in the wrong hands, John…
Seriously, amazing technology.
Love the graphic, Fred. It’s the real you!
I did this last week in a column I wrote. IMO, when you ask ChatGPT to write, you’ll get something that approximates your freshman college work. The grammar and syntax are off. If you ask it questions, its knowledge base ends at 2021 – so keep that in mind when asking it a question.
I’ve been testing it – a lot. If you’re using it to dig up facts, or quotes, and items of that nature, WOW! Forget Google, laugh in the face of Siri. I have been able to do more research on subjects that I want to write about in 30 minutes with ChatGPT than in an 18-hour day with any search engine. It’s a fantastic tool, and as the knowledge base its working with gets better…well you know the scenes in Star Trek where Scotty says “Computer…”?
I have so far resisted the urge to use it to support blog ideas. But I’m sure it’s just a matter of time. Appreciate it, Andy.
Nicely done, Fred. How long before “Chad G” gets an on-air gig?
He doesn’t have a no-compete, Beau. He might be available in many markets.