I had the pleasure of joining the AI panel at Radio Days Ireland, and it sparked an important conversation: is AI a threat, or is it radio’s next great opportunity?
Moderated by Jess Kelly of Newstalk, I was joined on the panel, by Glen Mulcahy, Titanium Media, James Cridland, PodNews,
So here’s my take and takeaways from this big question.
Forty years ago, pirate radio rewrote the rules of broadcasting. Today, AI is challenging us again — not to break the rules, but to reimagine them.
We are living through the next Industrial Revolution — one where we’re automating not physical labour, but cognitive and creative tasks. And I believe this is an opportunity the radio sector should grab with both hands.
Who organises Radio Days Ireland?
The event is a joint initiative by Learning Waves Skillnet, the training body for the Independent Commercial Radio Sector in Ireland, and IBI, the Independent Broadcasters of Ireland.
Why AI is Radio’s Ally, Not Its Enemy
Here are three reasons why I believe radio is uniquely positioned to thrive in the age of AI:
1. Radio Multi-Tasks — AI is Your Creative Assistant
Radio professionals juggle multiple roles. AI can take the manual, repetitive tasks off your plate — scripting, summarising, editing, scheduling — giving you more time to create and connect.
2. Radio Verifies — AI Hallucinates
AI isn’t perfect. It fabricates facts (“hallucinates”) and struggles with context. Radio, with its journalistic roots, is grounded in truth and trust. Use AI, but don’t forget your role as the verifier.
3. Radio Connects — AI Has No Soul
No matter how smart it gets, AI can’t replicate the warmth, wit, and humanity of a radio presenter. That connection is radio’s superpower.
Usage is Growing — But So Are the Gaps
- At Microsoft and Trinity College Dublin, 49% of organisations are already using GenAI tools.
- But according to Deloitte, usage sharply drops after age 45 — a sign we need cross-generational education.
- 80% of organisations report shadow AI use — staff using free tools without enterprise security. That’s a huge risk.
Creativity + Scale: AI’s New Playground
We’re already seeing the creative potential of AI in audio:
- Will.I.AM’s Radio.FYI: An interactive radio network covering everything from pop culture to politics, allowing two-way engagement.
- Compare that to Spotify’s DJ X, which curates for you, but doesn’t talk with you.
- Girly Girl Productions’ AI band is another example of experimentation at the edge.
AI can help scale creativity. But without human oversight, we risk losing what makes content meaningful.
Regulation & Risk
The new EU AI Act introduces a risk-based framework that prioritises:
- Transparency
- Explainability
- Human oversight
- Ethical use
But while the AI toybox is overflowing with tools, the radio sector hasn’t yet defined a shared set of standards or protocols for safe and responsible use.
Copyright law is also being tested — especially around content created or co-created by AI.
Productivity, But With Policy
- McKinsey calls GenAI the next productivity frontier.
- Deloitte Ireland found 67% of GenAI users say it boosts their productivity.
- Yet just 24% say their employer actively encourages AI use.
- And a massive 90% of Irish companies have no GenAI policy.
Education is the Enabler
Adoption won’t happen without education — for managers, creators, and audiences.
Learning Waves is stepping up, providing AI literacy training to build capacity across Irish radio. It’s a vital start — because even building a shared glossary has revealed huge knowledge gaps.
Start Small, Start Smart
AI doesn’t need to be a mystery or a monster. My advice?
- Start with a policy.
- Empower your team to experiment.
- Develop real-world use cases.
- Test, learn, and refine.
- Build confidence, not fear.
Do you want to upskill in AI for Marketing? Take my Diploma in AI or hire me for an in-company workshop. Find out more here.
About the Author
Joanne Sweeney is a specialist in public-sector marketing and digital communications. She’s the author of Public Sector Marketing Pro and the creator of the Professional Diploma in AI for Public Sector Marketing. With years of experience in training, consulting, and advocating for digital transformation, Joanne provides insight and guidance for government agencies navigating the digital landscape. She is also the host of the award-winning Public Sector Marketing Show podcast.
