Across the spectrum, radio’s proactive digital clients are asking how to stay visible to AI engines, which are increasingly being asked to recommend local businesses, from roofers to restaurants. Radio’s digital teams and white-label providers are beginning to address these AI-optimization challenges on behalf of our advertising partners. But who is AI-optimizing for radio as a whole?

For example, this week I queried ChatGPT to create an “effective media campaign” for a large dental practice with multiple locations that used both radio and digital with the objective of getting new patients (what else?). Moments later I was looking at a handsome, more-than-effective plan with appropriate budget breakouts that included search, social, banners, and a healthy dose of local radio.

To see the results for what a local business or agency would be likely to ask, I followed up with, “Create another optimized campaign where radio is available but not required.”

ChatGPT not only dumped radio from the marketing mix, it explained, “I would make this a digital-first patient acquisition campaign and use radio only as an optional reach booster, not the core engine.”

To ChatGPT, radio isn’t the top of the funnel. It’s an unneeded channel, optimally replaced by more search and digital (!) audio, which “extends local reach with strong frequency in a highly attentive environment.”

This challenge is not entirely new. For nationwide campaigns, for ages radio has had to fight for share inside the planning software used by the big agencies. Now the industry needs to fight to be included by the AI engines used by local media planners and small business marketers.

What can locally-based radio stations do? Fight fire with fire. The good news is that AI optimization is similar to search engine optimization. Upgrade your company’s local digital presence. Include lots of digitally-accessible content highlighting your marketing tools, local expertise, and success stories. Because 30% of AI responses cite content from YouTube, Reddit, LinkedIn, or all three, make sure you’ve seeded content there too.

With a younger generation of marketing decision-makers calling the shots, they’re bringing their generation’s media sensibilities with them. Radio companies can no longer rely on legacy to get renewals. We need to be scrappy and fight like we’re upstarts.

Let me know your thoughts, or if you’d like more details about Jacobs D.R.

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Chris Brunt

Chris has thirty-plus years' experience in radio programming, digital content creation, and digital sales, most recently at Beasley Media Detroit. During his time at Beasley, and Greater Media Brunt made his mark in the development of websites, audio and video streaming, podcasts, and social media channels. As Digital Sales Manager, he drove increases in revenue by leveraging both owned/operated and programmatic media.

Along with his duties at Jacobs Media, Chris develops revenue opportunities for jācapps’ mobile apps clients.

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