Podcast and radio listeners are already ahead of the curve when it comes to awareness and adoption of artificial intelligence, according to a new study.
The research, The Great AI Divide: How Audio Can Help AI Companies Build Their Brands from Oxford Road and Cumulus Media | Westwood One Audio Active Group, highlights that while the AI market is projected to reach $4.8 trillion by 2033, many brands are still struggling to drive widespread adoption.
Conor Doyle, President of Oxford Road, said: “AI’s product benefits are immediate, and users feel them the moment they engage. But the marketing has lagged far behind, and the category has a massive awareness problem.
“The brands that solve it first win, which is why we partnered with Westwood One. Our research confirms podcast and radio listeners are already meaningfully ahead on AI awareness and adoption.
“The audience is there, and with the right specialist partners, AI brands can finally show up with the tailored message each audience actually needs to hear.”
The study found that Americans are only vaguely aware and modestly interested in AI services, with weekly AI use at 50%, a level similar to internet use in 2001.
Most people use AI for personal reasons, and the benefits of AI in the workplace are not yet widely understood.
Heavy podcast and AM/FM radio listeners are significantly more likely to use, know about, and be interested in AI. The report suggests that audio should be a central part of AI brands’ media strategies.
The findings also stress that AI advertising must address consumer concerns, as the general public is more cautious about AI than brands and agencies.
Creative messaging should focus on building trust and presenting AI as a collaborator rather than a replacement.
Idil Cakim’s research within the study recommends that AI marketing should be tailored to four generational groups: Gen Z, Millennials, Gen X, and Boomers.
Additionally, the report advises that AI advertising should prioritise emotional benefits over rational ones, as this can help build trust and motivate purchases.
Pierre Bouvard, Chief Insights Officer at Cumulus Media and Westwood One, commented: “To be successful, emerging AI brands have to be known before they are needed.
“AI brands have to win the mind to win the market. Our study makes it clear that audio should play a big part in driving growth as the centerpiece of AI media plans.”
