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?“
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.
They also discuss why disclosure should not be a punishment or a stigma. Transparency can give audiences more context, help platforms manage risk, and allow creators to use AI responsibly without pretending that every use of AI is deceptive or low quality.
The bigger question is whether creators can use AI to make better work while still protecting the human trust, judgment, originality, and relationships that make media meaningful.
Guest:
Alberto Betella: Co-Founder, RSS.com; creator of Should I Disclose AI?
Host:
Rob Greenlee, 2017 Podcast Hall of Fame inductee, New Media Show host, and Chairperson of the Podcast Hall of Fame
AI Use Note:
This episode includes an AI-assisted opening visual and the show notes based on the transcript. The conversation, editorial direction, and analysis are human-led.
Rough Chapter Break Topics:
00:00 Should creators disclose their use of AI?
03:00 Introducing Should I Disclose AI?
06:00 Human imperfection, authenticity, and audience trust
10:00 The difference between AI tools and AI-created substance
15:00 AI translation, cloned voices, and disclosure nuance
22:00 Detection, watermarking, and platform AI labels
26:00 YouTube auto-labeling and the economics of AI content
31:00 Will “human-made” become a premium signal?
33:00 AI-assisted post-production and human creative direction
38:00 Video-first, audio-first, and platform-native content
43:00 Voice cloning, consent, and personalized advertising
47:00 Quality, creator reinvention, and the AI reset
51:00 When AI can create useful new forms of media
56:00 Disclosure without stigma or punishment
57:00 AI search, one-answer systems, and human curation
01:01:00 Prompt literacy, digital likeness, and the future of AI
Guest Links: Alberto Betella
RSS.com: https://rss.com/
Should I Disclose AI?: https://shouldidisclose.ai/
Alberto Betella on LinkedIn: https://www.linkedin.com/in/albertobetella
Should I Disclose AI? on GitHub: https://github.com/albertobeta/shouldidisclose.ai
Rob Greenlee and New Media Show Links
Rob Greenlee Website: https://robgreenlee.com/
New Media Show: https://newmediashow.com/
New Media Show Audio on Apple Podcasts: https://podcasts.apple.com/us/podcast/new-media-show-audio/id392545649
New Media Show on YouTube: https://youtube.com/@TheNewMediaShow
Rob Greenlee on YouTube: https://youtube.com/@RobGreenlee
Podcast Hall of Fame: https://podcasthall.com/
About the Host/Author:
Rob Greenlee is a 2017 Podcast Hall of Fame inductee and Chair, a global new-media leader who bridges podcasting’s human roots and its AI-driven future. As founder of Trust Factor Lab and host of the New Media Show and Spoken Human, Rob helps creators start, grow, monetize, and future-proof their content. He has held leadership roles at Microsoft, Spreaker, Libsyn, StreamYard, Podbean, and PodcastOne, and serves as Chairperson of the Podcast Hall of Fame.
Personal / AI Disclosure Note:
I used AI tools to help organize and edit this video, episode description, and generate show notes from the episode transcript. The views, clarifications, responsibility, and industry perspective are mine and my guest’s. I have been working in podcasting, digital media, and platform adoption for more than two decades, and this article reflects my own position and editorial direction.
The post What Should Creators Disclose When Using AI? | Alberto Betella, RSS.com #670 first appeared on New Media Show.
