Oxford Road, the world’s largest podcasting agency, and the Cumulus Media | Westwood One Audio Active Group® announced the release of “The Great AI Divide: How Audio Can Help AI Companies Build Their Brands.” The timely new study underscores AI’s adoption struggles, while providing an audio-centered solution: Using podcasts and radio to increase awareness.

The AI market’s meteoric rise has been unprecedented, with reports projecting it to reach $4.8 trillion by 2033. Still, improving adoption rates remains a key goal for AI brands looking to realize this untapped potential. “AI’s product benefits are immediate, and users feel them the moment they engage,” explains Conor Doyle, President, Oxford Road. “But the marketing has lagged far behind, and the category has a massive awareness problem. The brands that solve it first win, which is why we partnered with Westwood One. Our research confirms podcast and radio listeners are already meaningfully ahead on AI awareness and adoption. The audience is there, and with the right specialist partners, AI brands can finally show up with the tailored message each audience actually needs to hear.”

Key findings include:

• AI brands need to market themselves: Americans are vaguely aware and modestly interested in AI services. Weekly AI use (50%) is at the same levels that internet use was in 2001.
• There’s a huge opportunity to market AI applications for the workplace: Most Americans use AI primarily for personal use. The emotional benefits and use cases of AI services for the workplace, however, still need to be articulated.
• Audio should be a centerpiece of AI media plans: Heavy podcast and AM/FM radio listeners significantly over-index on AI usage, awareness, and interest.
• AI ad creative must be sensitive to consumer apprehensions: While brands and media agencies are very positive and excited about AI, average Americans are much more concerned and guarded about the technology. Creative strategy should be mindful of these anxieties, and brands should build trust in AI by positioning it as a collaborator, not a replacement.
• AI creative should be designed with four distinct generational targets in mind: Idil Cakim’s research reveals AI brands should adapt marketing to four different audiences: Gen Z, Millennials, Gen X, and Boomers.
• AI ad creative must prioritize emotional benefits over rational benefits: Brands focusing solely on AI’s speed, cost savings, and ROI need to instead emphasize the technology’s emotional impact, which can help influence brand trust and purchase motivation.

“To be successful, emerging AI brands have to be known before they are needed,” affirms Pierre Bouvard, Chief Insights Officer at Cumulus Media and Westwood One. “AI brands have to win the mind to win the market. Our study makes it clear that audio should play a big part in driving growth as the centerpiece of AI media plans.”

“The Great AI Divide: How Audio Can Help AI Companies Build Their Brands” report is available here.

Methodology

The Cumulus Media | Westwood One Audio Active Group® and Oxford Road commissioned consumer intelligence platform Quantilope to survey 3,000 total adults about their AI habits and various AI products. Then, to measure use of AI among businesses, they surveyed 100 adults employed at a small business, 101 employed at a medium business, and 100 employed at a large business.

Lastly, via Advertiser Perceptions, they conducted a survey of 300 marketers and media agencies involved in media brand selection decisions who will spend a minimum of $1 million in ad spend over the next 12 months. More than 300 brands and media agencies were surveyed on AI attitudes and usage.

About Westwood One:

Westwood One, the national-facing arm of Cumulus Media, is one of the largest audio networks in America. The company is home to premium content that defines the culture, including the NFL, the NCAA, the Masters, and Westwood One 24/7 Sports Network. Westwood One connects listeners with their passions through programs and platforms that have everyone listening.

About Oxford Road

Oxford Road is the world’s largest buyer of podcast advertising, specializing in podcasting, streaming audio, terrestrial radio, and creator-based video. Following its 2024 merger with Veritone One, the agency serves Fortune 500 companies, global publicly held enterprises, B2B brands, and direct-to-consumer businesses. Oxford Road has processed more podcast advertising performance data than any other firm and developed ORBIT, the industry’s leading creator performance benchmarking tool. The company is also a founding member of AMP, a task force behind the first cross-platform measurement standards in podcasting. Recognized as thought leaders by The Wall Street Journal, USA Today, Adweek, and Ad Age.