In the span of a few short years, the world has watched artificial intelligence transform from a novelty party trick into a strategic tool embraced by agencies, brands, and people alike. With AI tools becoming faster and more accessible, radio broadcasters are leaning on AI voice generators to produce local ad spots at a rapid pace.

Wondercraft’s AI in Content Creation 2025 report reveals that 21% of marketers now regularly utilize AI audio tools for voiceovers, localization, and rapid creative testing—roughly on par with image tools and already-ahead-of video tools.

However, new research now suggests that removing human creativity from the process can come at a cost.

A new study by Yaman.AI tracked commercials aired between February and July 2025 across 108 rated markets (including the top ten) and found that over 60% of locally produced radio ads fell short of basic effectiveness standards. On a ten-point scale measuring emotional pull, brand recall, clarity, and call-to-action strength, only 39% of ads scored an 8 or higher. That threshold, the report notes, is the line between filler content and creative that actually drives results.

These findings suggest that

The reason comes down to authentic human emotions and experiences AI cannot replicate.

“When it comes to creativity, our flaws, our hopes, the precise fibers of who we are will always be the best fodder for creativity,” said Head of Creative Development, Kristy Martino, in a recent Newsroom blog. “Creatives naturally have a deep understanding of the human experience—which is invaluable when it comes to understanding audience motivation.”  

The power of audio advertising has always depended on the emotional connection it establishes with the listener. By diminishing the human element of audio ads, advertisers relying on AI are left with messaging that doesn’t create a connection with its listeners and therefore doesn’t resonate.

But as advertisers lean on automation to cut costs, their dependence on AI poses an opportunity.

“The widespread use of AI and its resultant lack of human connection opens the doors for agencies and marketers to stand out from those taking shortcuts,” SMI’s CEO Jeff Small said.

Perhaps the winning formula isn’t using AI to generate creative, but rather utilizing it as a task assistant so creatives can do their best work at scale. The Creative Team at SMI does just this. In order to maximize time spent concepting and tailoring messaging to an existing or prospective audience, AI helps accelerate the labor of background research, for example. Even though the output often needs to be corroborated, it helps deepen the critical rumination creatives employ to effectively solve the problem: What does it take to convert a listener to purchase? 

As AI continues to reshape the radio landscape, the lesson is clear: technology alone can’t replace the human touch. The most effective ads will come from a partnership between creative talent and intelligent tools in which AI handles speed and scale, but humans ensure emotion, clarity, and connection remain at the heart of every spot.