Episode
What Should Creators Disclose When Using AI? | Alberto Betella, RSS.com #670
- Published
- Jun 28, 2026
- Duration seconds
- 5225
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- https://blurt.media/w/cN6XrVMYK2YdeB5aSWWf7i
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Summary
**Should every use of AI in a podcast, video, or creator workflow be disclosed?** **A better question is whether AI created the actual substance of what the audience came to hear or watch.** On **Episode 670** of the **New Media Show, Rob Greenlee is joined by Alberto Betella, co-founder of RSS.com and creator of “[Should I Disclose AI?](https://shouldidisclose.ai/)“** > _**Is a timely conversation about AI transparency, synthetic media, voice cloning, human trust, and the future of creator-led media.**_ **AI is now helping creators edit video, create captions, translate episodes, generate clips, improve workflows, personalize advertising, and accelerate production.** But AI can also generate entire shows, clone voices, imitate experts, create deceptive media, and overwhelm platforms with low-effort content. **The challenge is not simply whether AI was used.** > _**The challenge is understanding when AI use changes what the audience is actually receiving.**_ **Alberto shares his practical “Substance Test” framework for AI disclosure.** The central idea is simple: if AI created the core performance, information, expertise, or experience that brought the audience to the content, creators should disclose it. But using AI as a supporting production tool does not necessarily mean the entire episode should be labeled as AI-generated. > _**Rob and Alberto explore the difficult gray areas: AI-translated episodes, cloned voices reading human-written scripts, AI-written scripts read by humans, platform auto-labeling, watermarking, creator consent, programmatic advertising, AI search, and the future value of human-made media.…