Industry Views

Pending Business: AI vs the Personal Connection

By Steve Lapa
Lapcom Communications Corp

imReady to go back to the future?

We may need more than Doc Brown and Marty McFly to understand this one: product reviews written by A.I., not humans.

It’s the subject of a debate happening between the mighty Gannett company, owner of Reviewed, and a group of writers and editors who work there. According to The New York Times, the writers and editors group claims several reviews were A.I. generated. The posted reviews in question were run through A.I. detection software and the results were a slim to none chance humans wrote the reviews in question. Gannett says, not so fast, the reviews in question were authored by real humans.

Now here is where we need a time machine to take us a few years into the future. Let’s look at the reviews on our favorite go-to shopping, restaurant or travel review websites. How do we know who really wrote those reviews? This could be a whole new level of truth and proper disclosure in advertising.

Consider the possibilities of A.I.-generated reviews. Is every consumer offering feedback comfortable sharing their name on a Google review when many businesses ask for a positive review? There is a simple alternative to the A.I.-generated product review debate, and it’s right in front of you.

The answer should be part of your daily talk radio local sales mission statement. Demonstrate to your advertisers and prospects the proven results your on-air talent delivers every day. Chances are you may be taking for granted how to bring to life the credibility and trust your local on-air talent earns with each show. Global events, roller coaster economies and shifting political dynamics are all part of the daily conversation on your talk radio station. As your air talent distills the issues for the audience, take a few calls and engage in an energetic dialogue, they develop a bond that is unique to talk radio.

So, imagine the difference in the mind of the consumer when they hear the review or referral from a trusted source versus wondering if the review or referral they read is from a human or A.I. generated.

Is that the DeLorean time machine I hear?

Steve Lapa is the president of Lapcom Communications Corp. based in Palm Beach Gardens, FL. Lapcom is a media sales, marketing, and development consultancy. Contact Steve Lapa via email at: