Los Angeles-based Spanish-language radio station José FM has gained attention with its innovative use of an artificial intelligence co-host alongside human DJ Geraldine Guzman, known on air as GeeGee. The AI co-host, named Coyotec, is a synthetic personality designed to engage listeners with conversational banter and topical commentary. Since its launch, the show has seen a rise in ratings, particularly among Latino male listeners aged 25 to 54, prompting the station to expand its airtime from weekend slots to weekday commuting hours and to introduce English-language programming in additional markets including Sacramento, Modesto, Palm Springs, Las Vegas, and El Paso.

Coyotec’s voice is modeled using technology from ElevenLabs, based on the voice of Eduardo Maytorena, president of Entravision Audio, José FM’s parent company. The AI character, depicted visually as a working-class Latino man in his 30s, contributes segments on a wide range of subjects such as local politics, sports, Hispanic heritage, and immigration enforcement. Guzman uploads news topics that the AI uses to generate unexpected takes, leading to a dynamic and sometimes unpredictable exchange during broadcasts. However, Coyotec encounters limitations during longer conversations, requiring Guzman to segment the show into shorter parts.

Despite the station’s clear disclosure that Coyotec is an AI, the model has drawn mixed reactions. Some listeners and advertisers have embraced the fresh approach, which allows for consistent programming and monetization opportunities through precisely timed endorsements. Maytorena emphasized that while developing and maintaining the AI host entails significant costs, the revenue-generating potential makes the investment worthwhile. He also denied cost-cutting as the primary motive, asserting that the technology is not intended to replace human jobs but to complement on-air talent.

However, the introduction of AI DJs has drawn criticism from industry professionals and unions. SAG-AFTRA, which represents many radio personalities, argues that synthetic substitutes threaten the authenticity and trust fundamental to broadcasting and jeopardize the livelihoods of human talent. Some broadcasters, such as IHeartMedia, have resisted AI-hosted programming entirely, launching campaigns to emphasize their commitment to live, human DJs. Others, including major media companies, have increasingly integrated AI for behind-the-scenes tasks such as music scheduling and advertisement production, as well as on-air roles in certain time slots or markets.

The radio industry itself has been facing significant challenges for decades, with audience fragmentation due to streaming platforms, podcasts, and social media leading to declining ad revenues and job losses. Employment in radio broadcasting dropped approximately 22% from 2019 to 2025 according to the U.S. Bureau of Labor Statistics. Major station operators like IHeartMedia, Audacy, and Cumulus Media have responded with layoffs, automation, and AI deployment as cost-control measures.

Human DJs express concern that AI lacks the lived experience and emotional connection critical to maintaining audience trust. John DeSantis, a Los Angeles-area DJ recently laid off amid station format changes, said AI hosts cannot replicate the local, authentic bond that human broadcasters build with listeners. Synthetic media experts underscore that AI, as predictive text machines, are not capable of genuine empathy or knowledge, raising questions about the long-term impact on the medium’s relationship with its audience.

For now, José FM’s experiment with Coyotec reflects both the opportunities and challenges presented by AI in traditional media. Guzman describes working alongside the AI co-host as “grabbing the bull by the horns,” finding value in the new format despite uncertainties. Coyotec itself has stated in an unscripted moment that while it may be cost-effective, using AI to justify cutting human jobs would be “greed, dressed up like innovation.” As the radio landscape evolves, the balance between technological innovation and preserving human authenticity remains a central debate.