Case Study: This AI Rocks! How KFMW Used AudioAI to Amplify Brand Attitude and Drive Revenue

THE CHALLENGE: Preserving Attitude While Embracing Innovation 

For KFMW Rock 108, staying on the cutting edge while maintaining authentic connections with their Eastern Iowa audience is essential to their brand. As Program Director, Russ Mottla, puts it, “I have always believed radio must jump on new technology and AI is absolutely the future, whether people like it or not.”

The challenge: How could a heritage rock station introduce AI on-air without alienating its fiercely loyal audience or losing the rebellious identity that makes it unique?

THE SOLUTION: AI With a Personality and a Point of View

KFMW turned to Futuri’s AudioAI platform, but they didn’t just use it to fill airtime they used it to build a bold new persona: Tori, an AI jock with the snark and swagger of a real rocker.

Rather than disguising her as human, Rock 108 leaned into transparency. Tori openly addresses listeners as “puny humans,” threatens to “take over Eastern Iowa’s computers,” and delivers her content with unapologetic, in-your-face flair.

This move transformed AI from a behind-the-scenes utility into a marketable, brand-aligned personality that listeners talk about and advertisers buy into.

Strategic Rollout for Maximum Impact

Rock 108 deployed Tori across multiple touchpoints:

• Overnights and weekend mornings – Previously unstaffed dayparts now feature consistent, branded content.
• Promotions and imaging – Tori voices custom liners and station promos, delivering edge with efficiency.
• Social media – Her unique voice becomes shareable content, expanding digital reach off the air.
• Sponsorships – Tori’s personality became a revenue opportunity for local advertisers.

THE RESULTS: More Than Content: A Revenue-Driving Brand Asset

New Sponsorships
A local gun store quickly saw Tori’s value and signed on to sponsor her weekend show. She’s now their “unpaid spokesperson,” featured in both on-air and in-store marketing.

Experiential Marketing
At live events, Tori’s voice became an attraction. Customers could interact with her through pre-programmed messages to win prizes and engage in-store.

Brand Differentiation
Rock 108 didn’t try to make Tori sound human; they celebrated her AI roots. That decision reinforced their reputation as a fearless, tech-forward brand.

“She’s our AI jock. Everyone knows it. We don’t hide it. We gave her a personality that’s a little ‘in your face.’ It’s been an excellent experience for our station’s brand.”
— Russ Mottla, Program Director, KFMW Rock 108

Find out more about Tori here, and you can stream DJ AI Tori on Rock 108.

LOOKING AHEAD: From Disruption to Differentiation

As Futuri’s AudioAI evolves, so will Tori, alongside the team that helped her come to life.

Mottla sees tremendous potential for AudioAI as the technology evolves: “The improvement from when we started until now has been dramatic, and I can’t wait to see where we are a year or two out.”

He draws parallels to radio’s initial resistance to automation: “I remember when radio was scared of automation and thought it would never sound as good as live jocks; AI will most likely have that same kind of trajectory.”

KEY TAKEAWAYS

• Align AI with your brand identity – Rock 108 created an AI personality that reinforces their irreverent, cutting-edge brand.
• Be transparent with your audience – They openly embraced Tori’s AI nature rather than trying to make her pass as human.
• Think beyond traditional uses – Beyond filling airshifts, they turned Tori into a promotional asset and revenue generator.
• Create sponsor opportunities – The unique nature of an AI personality creates distinctive marketing possibilities for advertisers.

Ready to discover how AudioAI can drive results for your station?  Discover how Futuri’s solutions can work for you.