It’s not just a phase. The AI Era is here to stay for the broadcast industry.
October 10, 2025

How do we ride the waves of disruption caused by AI and avoid wipeout?
We sat down with Dana Bojcic, chief operating officer at Futuri to get her insight into AI’s impact on the job and advice for job seekers.

NABLF: Let’s start with the positive. What are some of the most promising uses of AI in broadcast media?

Dana: Where to begin!

First, I’ll say, AI is going to save you time, especially with data-driven content. Imagine automating time-consuming tasks such as generating insights, creating presentations, and even brainstorming advertising or marketing ideas. If you’re in sales, AI platforms like TopLine can revolutionize the way you work. This automation improves campaign performance, increases close rates, and makes the ad sales process more efficient. One rep can do the workload of three.

Audience engagement is another. Retaining viewers, and therefore ad revenue, are high priorities. Broadcasters and content creators can use AI to tailor their stories for specific audiences or provide different perspectives. AI tools like TopicPulse provide real-time insights into trending topics and other consumer data points that can help broadcasters differentiate themselves in competitive markets.

We can’t forget AI-generated content and voice tech. AI will never replace a human, but it can enhance our capabilities! Audio AI and Futuri Books automate podcast production and deliver high-quality audiobook voice-overs - this cuts production time dramatically.

Last but not least, the most promising AI is agentic, meaning hireable AI that executes jobs end to end. What does that mean? In sales, TopLine acts like a research and proposal agent; in news, TopicPulse with Instant Video turns what your audience cares about the most into finished clips; in creative, SpotOn produces spec audio and a 15-second spec video from a URL, so your team can show, not tell.

Humans keep the strategy, and Agentic AI handles the grind.

NABLF: How is AI impacting jobs in broadcast media?

Dana: AI is reshaping the way we think and work, impacting everything from daily tasks to strategic planning. I use AI every single day in my role as an executive. I'm not talking about just using ChatGPT but using different types of AI for processing and being able to make better decisions. Using AI as a brainstorming partner and data cruncher. Asking AI the right questions rather than simply seeking an answer.

It’s crucial for media executives and teams to embrace innovation and foster adaptability. Being an agent of change within an organization will be necessary to keep up with the pace of technological evolution.

NABLF: What advice do you have for students and job seekers?

Dana: Dive right in! Practice using AI tools and develop your ability to interact with AI. Use AI as part of your day-to-day. Spend time learning how different AI models work and their strengths and limitations. Learn how to frame questions and give better prompts because having a baseline of data literacy is important.

I think also it's worth saying that judgment, creativity and interpersonal skills are human strengths that are timeless. Developing these skills will always be valuable and give you a cutting edge regardless of AI advancements.

NABLF: What’s the biggest mistake media organizations make when it comes to integrating AI?

Dana: Resistance to AI is common across a lot of industries. Many are hesitant to adopt AI because they’re comfortable with familiar, traditional workflows, and they fear the unknown.

The reality we face in 2025: AI media-mix tools often assume radio and TV are ineffective unless we publish quantitative wins and feed the data to large language models (LLM). If AI systems don’t have proof, they will favor digital platforms over broadcasting.

By 2030 there will be two types of companies - those that have embraced AI and those that have gone extinct. The pressure to integrate AI into workflows will only increase over time. While some companies are slow to adapt, others will lead the charge, benefiting from early adoption and gaining a competitive edge.

Resistance is futile. Start now or you risk falling behind.

NABLF: How do you see AI’s role in smaller stations?

Dana: No matter the size of your stations, I think it’s necessary to start using AI. Futuri provides AI technology that is accessible to smaller stations, we’ll train you in how to use it, and we offer both affordable pricing and barter options.

For quick wins, low lift and fast ROI, I recommend starting with TopicPulse for local prep with Instant Video, TopLine for on-demand proposals and co-op, and SpotOn for instant spec audio and a 15-second spec video.

NABLF: What are the ethical considerations in AI for media?

Dana: AI can be an effective and powerful tool for broadcasters.

Transparency is key to maintaining trust. It's vital for media organizations to disclose AI-generated content and remain vigilant about potential bias in AI systems, especially when it comes to news reporting. Bias in AI can inadvertently shape narratives and influence the audience in ways that are not transparent.

It's also important to choose AI systems that protect user data and respect privacy laws.