For months, a popular Australian radio station, CADA, has been broadcasting an AI-generated DJ named Thy, hosting a segment called "Workdays with Thy," and no one seemed to notice until recently, as reported by the Australian Financial Review and The Sydney Morning Herald. This four-hour daily show features a mix of hip hop, R&B, and pop music. CADA’s parent company, ARN Media, confirmed to the Financial Review that while Thy is an AI creation, the voice and likeness are based on an actual employee in their financial department. The AI voice was generated using the tool ElevenLabs, initially uncovered by the newsletter The Carpet. Interestingly, neither CADA’s website nor the show’s promotional material reveals that Thy is AI-generated. Instead, the show’s description reads, “Curated by our music experts, these are the songs that are charting or on the cusp of breaking through — hear them first with Thy so you can brag to your friends about being ahead of the curve.” This incident of undisclosed AI content is not unique. Microsoft, for example, only recently admitted to using AI-generated content for a Surface ad that debuted in January. According to the Financial Review, "Workdays with Thy" first appeared on CADA’s website in November 2024, and the show has reportedly reached at least 72,000 listeners. The use of AI in this manner has sparked criticism. Teresa Lim, vice president of the Australian Association of Voice Actors, expressed strong disapproval of ARN Media’s lack of transparency. “Australian listeners deserve honesty and upfront disclosure rather than being led to trust a fabricated on-air personality,” Lim wrote on LinkedIn. She emphasized the importance of transparency in media to maintain public trust and integrity. ARN CEO Ciaran Davis responded to the controversy by acknowledging the challenges of integrating AI into traditional media. “We’re navigating the balance between innovation and ethics,” Davis told the Financial Review. He added that the experience has underscored the value of their human talent. “What we’ve learned is the profound impact and unique qualities of our real announcers,” he said. The emergence of AI-generated content in media raises important questions about the future of the industry and the ethics of transparency. While the technology offers new possibilities and efficiencies, the potential risks and the need for clear communication with the audience cannot be overlooked. As AI continues to evolve and find its way into more aspects of content creation, media companies will need to tread carefully to strike a balance between innovation and ethical responsibility.