This master’s thesis examines the use of artificial intelligence at Slovenian commercial radio stations from the perspective of radio hosts and editors. The research is based on a qualitative approach and semi-structured interviews with eight participants, analysed using thematic analysis. The findings show that artificial intelligence is currently used primarily as a support tool for searching for information, developing ideas, preparing content outlines, and carrying out specific organisational and production tasks. Its use can increase work efficiency, but it requires information verification, critical assessment, and the adaptation of results to the radio environment. Radio hosts more often associate its impact with creativity, personal expression, spontaneity, and their relationship with listeners, while editors associate it with work organisation, process efficiency, and the development of radio stations. The research finds that artificial intelligence does not in itself ensure higher-quality or more creative content, as professional judgement, experience, and knowledge of the audience remain essential. In Slovenian commercial radio, artificial intelligence therefore primarily complements the work of radio professionals and editors rather than taking over their creative, editorial, and communicative roles in the contemporary radio environment.
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