🤖🎙️What should podcasters do when AI takes over? with Sam Sethi🎙️🤖
Eurowaves #10 Interview
Sam is the CEO of TrueFans, a Podcasting 3.0 app that enables fans to reward their favourite creators using micropayments. He is also the co-host of Podnews Weekly Review.
Sam is a 30 year veteran of the IT industry. He has held senior technical and marketing director roles across a number of companies including Microsoft, Netscape, Gateway Computers and Microstrategy. He has also been an entrepreneur having started and successfully sold three startups covering home-automation, fashion and journalism. Sam also helped start TechCrunch Europe and has been an angel investor and mentor to numerous startups.
Before entering the IT industry, Sam was an Army Officer in the Parachute Regiment and in his spare time enjoys teaching Krav Maga.
You can find Sam on LinkedIn here.
TLDR: “All the AI developments are exciting, though it will take a few months for everything to fully roll out. Try reframing AI in your mind as "Assisted Intelligence." Think of it as helping you, not replacing you.
AI transcription tools like Wondercraft know they can currently achieve around 85 percent accuracy in translation, maybe a bit more. But getting a fully accurate transcript in English or another language still requires human involvement. That process is often called white gloving. AI does the first draft, and then humans step in to read and edit the final version.
Over time, that 85 percent could become 95 percent or even close to perfect. The old saying is "adapt or die." When it comes to AI, I would say "adopt or die." Do not be like King Canute trying to hold back the tide. We cannot stop the waves of progress, so it is time to get on board.
Yes, some jobs will be lost, but the next generation, those who learn how to use these tools, will thrive.”
How do you see AI tools helping podcasters break through language barriers and make their content accessible to a wider audience in an ethical and culturally sensitive way?
We already know that AI is great for creating transcriptions, chapter markers, cover art, and episode titles. It’s also useful for pre-show planning. But now we’re starting to see AI being used for language translation and audio dubbing.
Recently, MrBeast said that less than 15 percent of the world speaks English (source). His use of local language translations has significantly increased his audience reach and engagement.
Podcasting has a new tag in RSS called the "Alternate Enclosure" tag. It’s often used to store alternate audio files. So your primary enclosure might be an MP3 audio file, but you could also include a higher-quality AAC version or a lower-quality version. More recently, creators have started adding video versions (MP4) in the alternate enclosure, so users can switch between listening and watching.
Forward-thinking podcasters are now beginning to add translations of their episodes into the alternate enclosure. This is the future. Tools like Wondercraft are great for this. Descript and Riverside have also added translation and dubbing support. Record once, translate everywhere.
What do you think makes for a solid podcast collaboration between creators from different industries in Europe? This could be in terms of cross-border production or marketing. How could tech help facilitate this process?
"Think global, act local" is an old IBM saying, and it's the perfect mantra for podcasting in Europe. Podimo is a great example of this approach. They have a global strategy but execute locally in Spain, Sweden, Denmark, and the Netherlands. Good talent is everywhere.
Acast is another example. They have offices in the UK, US, and Australia, but they haven’t yet expanded into non-English-speaking countries.
How can TrueFans help European podcasters connect with their audiences and monetize?
TrueFans allows listeners to tip their favorite podcasters using micropayments. We support multiple currencies, including the Pound, Euro, Dollar, Krona, Franc, and Bitcoin. Fans can use any of these to support the shows they love.
Creators can also pay their fans. With a small marketing budget, they can reward listeners for tuning into a trailer. The idea is that listeners will feel their time and attention is valued—and if they like what they hear, they might subscribe to the full show or share it with friends.
Any new features coming up that you're excited about for creators?
TrueFans recently added auto-transcriptions to all episodes, though currently only in English. We’re looking to partner with Wondercraft to offer multi-language support for both audio playback and transcriptions.
All creators will be able to add translated audio files to their alternate enclosure. Based on the audio language, the matching transcription will display in the same language.
One new feature I’m especially excited about is Paid Chapters. Until now, a podcaster could either make an entire podcast free or lock the whole thing behind a paywall. Now, with Paid Chapters, they can make only certain sections of an episode premium.
TrueFans supports the new Chapters Tag in Podcasting 2.0, which means users can navigate visually through long episodes or skip to specific parts. With Paid Chapters, creators no longer need to maintain separate versions on platforms like Patreon or Memberful just to charge for premium content. Now, they can choose what to offer for free and what to lock—within the same episode.
With your background in tech, where do you see podcasting in Europe heading?
As podcasting matures and audiences grow globally, advertising dollars will follow. This year, we’re expected to pass the $2 billion mark in ad spend.
The US has always had higher CPMs because the market is more mature. Advertisers and buyers understand the value of podcasting there. It helps that the US is one large market with one currency and, crucially, one language.
In Europe, even though we share a union and a currency, we don’t have a single language. Language has long been a barrier to wider podcast adoption across the continent. But with new translation and dubbing tools, we’re about to see a wave of cross-border content, making podcasts more attractive to listeners and advertisers alike.
What do you expect to be the next big thing in tech that will change how podcasts are made, discovered, or monetized?
Micropayments, once widely adopted, will revolutionize podcasting. Direct support from fans will reduce the reliance on ads and sponsorships. While the technology is ready, we’re still waiting for mainstream adoption—probably 12 to 18 months away.
Another exciting area we’re working on at TrueFans is Agentic AI. I believe voice assistant integration will be a game changer. Podcasting is a voice-first medium, so it makes sense that users would interact with their podcast platform using voice commands.
Imagine asking your AI assistant to play the latest episode, pause, and explain a reference you didn’t understand. Or getting a voice notification about a new comment on your show. Agentic AI can also learn your listening habits and recommend new content based on what your friends are enjoying.
Share 2–3 podcast recommendations with us!
I recommend Podcasting 2.0 in Practice and Fanzone, both produced and co-hosted by Claire Waite Brown. Their format and style are truly unique. Definitely worth a listen.
I helped Claire develop these two podcast courses. The first features a series of expert discussions on Podcasting 2.0 tags and how podcasters can benefit from them.
Fanzone is TrueFans’ own podcast. Each episode teaches listeners how to use features on the platform. Because every new user gets a wallet and we support micropayments, we can actually pay people to listen to our show. It’s our way of showing that we value their time and attention, while giving them a chance to try out the wallet feature firsthand. #EatYourOwnDogFood
Of course, I also have to recommend Podnews Daily—the podcasting bible—and Podnews Weekly Review.
Outside of my own projects, I’m a big fan of The News Agents, a sharp political podcast, and I never miss an episode of Podcasting 2.0 with Adam Curry, which streams live every Friday night.