UK journalists reject AI-written press releases
Nearly half of UK journalists would not consider AI-generated press releases and pitches, according to new research. The vast majority oppose using material written by AI systems.
The findings reveal a significant gap between how PR professionals are using AI tools and how journalists view the output. As newsrooms face resource constraints, the research suggests that automating pitch writing may backfire with editors who control coverage decisions.
What journalists want instead
The research does not specify what journalists prefer, but the rejection rate indicates they value human-written pitches that demonstrate knowledge of their beat and publication.
For PR professionals and writers using AI, the data points to a practical problem: AI-generated text often lacks the specificity and personalization that catches a journalist's attention. Generic pitches-whether written by AI or humans-get deleted.
The implications for your newsroom
If you work in PR or communications, this research should inform how you use AI tools. Understanding prompt engineering techniques can help you generate better starting points, but human review and customization remain essential.
For journalists and editors, the finding underscores that AI-generated content requires scrutiny. Quality control matters more as these tools become common in pitching workflows.
Writers looking to understand AI's role in their industry should explore AI for writers, which covers how to evaluate and work with AI-generated content effectively.
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