Podcasting: The Lifeline for Radio Personalities

 

A new study from Linkee puts three critical roles in radio at the top of the automation risk list:

Add to that the fact that 77% of air talent in the Jacobs Media AQ6 survey said they worry about losing their jobs to AI — and the picture is clear. Radio isn’t immune.

But here’s what I think: Podcasting is the insulation.

Podcasting lets personalities own their voice and community directly, without corporate filters. It breaks the dependence on stations, PDs, and national ad buyers. It’s the path to control, creativity, and independence.

Here's Why I think Podcasting Beats AI in Radio

1. Human Connection – AI can automate playlists, but it can’t recreate your stories, humor, or lived experience.

2. Local & Niche Focus – Hyper-serving your city, culture, makes you irreplaceable.

3. Revenue Diversity – Ads, sponsorships and live events mean you’re not at the mercy of one paycheck.

4. Content Ownership – Unlike radio that vanishes after airtime, podcasts build a lasting archive and legacy.

5. Brand Expansion – Clips, newsletters, and video turn one podcast into a multimedia presence.

What DJs Can Do Right Now

• Build your personal brand outside the station. Don’t just be “the voice on 103.7.” Be a personality across platforms.

• Sharpen storytelling skills. Anyone can play a song. Only you can make people feel.

• Learn the business side. Sell your own ads. Build your own partnerships. Own your value.

• Collaborate locally. Become the media partner for small businesses, nonprofits, and events.

• Upskill in production. Audio, video, editing, live events — become the creator AI can’t replace