A.I. has become part of daily life, but what’s our take on its role in audio production?
A.I.
Oh, that hot potato / problem child / darling - call it what you will. It’s here, and it’s not going away.
It has a vast array of applications – but is A.I. any good for us and our clients’ audio production?
As a learning organisation that is always looking for feedback as a means to grow and enhance our offering we have been conducting much research into A.I.s capabilities within our industry.
We have undertaken this so we can deliver a clear position in relation to our business and how it may help us to further our customer offering.
Some may argue that it is a bit like Turkeys voting for Christmas – well, based on our findings we’ve got a few more Christmases yet!
Not entirely unexpected, A.I. has fallen well short of the quality standards we set ourselves for our customers and their brands.
So, see below our current position - 100% written by a human.
Photo by Igor Omilaev on Unsplash
Get Carter Productions – A.I. Statement – September 2025
Our business is actively monitoring developments in A.I. to assess whether it could enhance any part of our radio commercial and audio production process.
While A.I. is evolving rapidly, current tools fall far short of the high-quality and adaptable work we deliver for our clients.
A.I.-generated concepts are often unoriginal, lacking the creativity and strategic insight our team consistently produces.
Similarly, A.I.-generated voices are limited in choice and lack the nuance, tone control, directable performance and emotional range needed for professional audio.
In production, A.I. tools remain too basic for the complex, creative and tailored sound design our projects demand.
We are open to working with A.I. in the future in collaboration with our colleagues and partners but, going forward for the foreseeable future, we are 100% confident that solely human-led creativity and expertise will best maintain the quality of our work.
If you want a chat to discuss our position, just give me a shout.
