Oxford Road, a podcast advertising agency, and the Cumulus Media | Westwood One Audio Active Group have released research examining how Americans use and perceive artificial intelligence. The studies found that heavy AM/FM radio and podcast listeners over-index on AI awareness, interest and use for both personal and professional purposes. The findings suggest audio could help AI companies build familiarity and explain practical applications to potential customers.
The research found that 50% of Americans use AI weekly, a level the report compares with weekly internet use in 2001. Separate Ipsos data cited in the analysis found that 24% use AI frequently and 35% use it sometimes, while Gallup reported that 52% of U.S. employees now use AI in their work. However, the research suggests Americans still use the technology primarily for personal purposes, leaving AI companies with an opportunity to explain its workplace value more clearly.
Podcast audiences showed particular openness to a range of AI applications, according to research by audience intelligence firm Iris Flex involving 1,000 Americans. The studies also identified sports radio, audio play-by-play and sports podcasts as potentially valuable environments because their listeners showed stronger interest in AI and greater personal and workplace use than the general U.S. population. However, the research established correlations among audiences rather than proving that audio consumption drives AI adoption.
The findings also exposed a divide between the enthusiasm of marketers and media agencies and the more guarded attitudes of consumers. They recommend that advertisers present AI as “the tool in our hand, not the mind in control,” emphasizing collaboration rather than replacement. The report also advises AI companies to adapt their messages by generation, focusing on speed and social proof for Gen Z, demonstrable value for millennials, practical applications for Gen X and simplicity and trust for baby boomers.
Oxford Road and Westwood One based the analysis on three Quantilope studies conducted between November 2025 and July 2026, involving 2,000 consumers, 1,000 consumers and 300 workers, respectively. It also draws on a November 2025 Advertiser Perceptions study of 303 marketers and agency professionals, as well as data from Ipsos, Gallup and Iris Flex. Westwood One has made the full slide deck and a 14-minute video presentation of the findings available online.
You can find the video presentation here and the slide deck here — the latter requires an email registration.
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