Synthetic voices, deepfakes & trust: radio as a trusted third party

The pitch

While radio remains a trusted media, this is an asset to protect in the era of cloned voices and deepfakes. Belgian VRT has begun labeling "AI-generated content". The European AI Act sets a framework. Between ethics, law and listener acceptance, what editorial guidelines should newsrooms adopt?

Key figures

• 47% of listeners less inclined to follow content with synthetic voices
• VRT (Belgium) introduces "AI content" labels in its programmes
• European AI Act: transparency obligations on synthetic content

Target audience

Editorial Directors · Compliance and Ethics Officers · General Managers of Radio Stations · Audio Content Producers