From frequency to algorithm: Implementing AI in Spanish radio stations

Abstract

Introduction: The Spanish radio sector is entering a process of strategic reconfiguration in which artificial intelligence is beginning to redefine how its content is produced, distributed and consumed, breaking down traditional boundaries and shaping radio as a more dynamic, interactive and participatory medium. This study analyses in detail the AI implementation strategies of the six large media groups that manage the 10 most listened-to radio stations in Spain (Prisa Radio; Ábside Media; Atresmedia Radio; KissMedia; RNE and Radiocat). Methodology: Through in-depth interviews with innovation, technology, digital and strategy managers, we explore current applications, organisational dynamics, the professional profiles involved, the barriers identified and future prospects. Results: The results show an uneven integration of AI at two speeds: on the one hand, significant advances in content personalisation, workflow optimisation, verification, diversification of business models and experimentation with synthetic voices are identified, while broadcasters are still in the initial stages, focused on the use of basic automation tools for content management and transcription of broadcasts. Discussion: The main barriers detected point to the lack of economic resources, cultural resistance and the scarcity of specialised profiles, although the first internal ethical regulations aimed at guaranteeing a transparent and responsible use of these technologies are already being outlined. Conclusions: The industry agrees on the potential of AI to transform radio through personalised experiences, immersive narratives and more efficient processes.