Everywhere But “on air”: Antenne Bayern’s AI Strategy

Karsten, what specifically are you using AI for – what is already live?

Wellert: Testing, testing, testing – that’s our maxim. We have colleagues who try things out, and the listener service spends nights writing back and forth with chatbots. As soon as we recognize the benefits, we go live. But we think very much like a start-up in the AI sector – because it changes so quickly that even things that are live have to be checked again and again.

Basic premise at Antenne Bayern: AI does not make decisions

What is the most exciting thing you are currently using productively?

Wellert: AI-supported personas. We fed them with data from market research. When the program designer has a promotional idea, it is run through various personas – you get feedback from a virtual listener. Kind of like a focus group, only much faster. Important: AI does not make the decisions for us. It is a supplementary step.

Do you use several models at the same time?

Wellert: Exactly. Our agents access various AI models and bring the results together. It’s always a mixture – and it changes depending on who is taking another step forward.

Where do you draw the line: what is AI allowed to do – what remains human?

Wellert: The program is 100 percent human. We don’t use AI at all in the on-air program. Every voice, every presenter is 100 percent human. AI is exclusively behind-the-scenes support. We see people as our greatest USP. The presenters build a relationship with the listeners – AI can’t do that yet.

How do you deal with transparency in the chatbot?

Wellert: We are very open. When we first make contact via WhatsApp, there is an onboarding process where the AI clearly identifies itself. And there is always an immediate offer to opt out: Anyone who wants a real person will be connected immediately. For simple questions – how does the competition work? What song was playing? – users have no problem with an AI answer. For personal questions, they choose a real person.

Antenne Bayern boss Valerie Weber says AI will become a publisher itself in future. Who will lose out?

Wellert: The technical possibility is there, and there are already projects in which AI presents the show. They are competing with human-made stations. Nevertheless, we are convinced – which is why we don’t have our own AI station – that human radio will prevail if it is done well.

Together with the KI-Kompetenzzentrum Medien (KI.M), you implemented a project in which you developed and integrated an AI chatbot that knows about the current radio program knows and is available to listeners. How important is the KI.M for the industry?

Wellert: Extremely important – and not just for us. The field is developing so quickly that every broadcaster needs support to develop further – otherwise there’s no chance. We shouldn’t see AI as competition, but as an opportunity to work together. Everyone has their own experiences – we should learn much more from each other. Bavaria is leading the way.