There’s a very reasonable question doing the rounds right now. If AI can write a press release in 30 seconds, why would you pay an agency or PR specialist to do it?

On the surface, it feels like a logical step. AI tools can produce something that looks like a press release almost instantly, and for time-poor marketing teams, that kind of efficiency is hard to ignore. The problem is that writing a press release is not the same thing as securing meaningful coverage, and that distinction is becoming more obvious by the day.

Journalists are increasingly dealing with a wave of AI-generated outreach that technically ticks the right boxes but lacks any real substance, relevance or originality. As a result, frustration is building, inboxes are becoming even harder to break into, and in some cases, brands are quietly being ignored altogether.

AI has a role to play in PR, but it is not a replacement for it.

AI Can Write Copy. It Cannot Do PR.

AI is genuinely useful when it comes to producing content quickly. It can draft a press release structure, summarise background information, generate headline variations and help shape initial messaging ideas. For teams staring at a blank page, that kind of support can be valuable.

However, PR is not simply about producing content that resembles a press release. It is about understanding what makes something newsworthy, identifying the right audience, and communicating a story in a way that resonates with both journalists and their readers.

What AI can help with

What PR actually involves

This is where the gap becomes clear. AI can help you generate words, but it cannot replace the judgement, context and experience needed to turn those words into coverage.

If your PR efforts feel like they are missing the mark, many of the underlying issues are explored in 8 Reasons Your PR Isn’t Working.

Why Journalists Are Getting Increasingly Irritated By AI Being Used in PR

Journalists have always worked under pressure, managing high volumes of emails and tight deadlines. What has changed is the sheer quantity of AI-assisted outreach now landing in their inboxes.

Top-tier journalists can receive hundreds, and sometimes over a thousand, pitches in a single day. When a significant portion of those emails follow the same predictable structure, use similar phrasing, and fail to present a clear or relevant story, it becomes much easier to dismiss them.

Common complaints about AI-led outreach

AI has not created these problems, but it has made it far easier to produce and distribute low-quality outreach at scale. As a result, journalists are becoming more selective about what they engage with, and less tolerant of anything that feels rushed or irrelevant.

The “Soft Blacklist” Problem

There is no formal, industry-wide blacklist that brands get added to after one bad pitch, but that does not mean there are no consequences.

Journalists are quietly filtering out repeat offenders

Increasingly, journalists and PR professionals are ignoring repeat offenders, blocking senders who consistently provide low-quality or unverifiable information, and deprioritising brands that fail to respect their time. These conversations are happening openly across LinkedIn, PR communities and newsroom discussions.

Trust in sources is under pressure

What is changing more significantly is the level of scrutiny being applied to sources and spokespeople.

Recent reporting by the Press Gazette has highlighted a rise in AI-generated or entirely fabricated “experts” successfully placing commentary in the media, in some cases appearing across hundreds of articles before being questioned. This has contributed to a wider erosion of trust, with journalists now having to question not just the story, but the credibility of the person behind it.

The National Union of Journalists has also warned about a surge in AI-generated material and fake experts entering mainstream news, describing it as a growing threat to trust in journalism.

What a “soft blacklist” actually looks like

As a result, journalists are becoming more cautious, more selective, and far less tolerant of anything that feels generic, unverifiable or artificially generated. If your outreach resembles the kind of content that is already causing problems in newsrooms, it is far more likely to be ignored or filtered out entirely.

This is where the idea of a “soft blacklist” comes in. It is not a formal list, but a pattern of behaviour. If a journalist repeatedly receives poor-quality or questionable outreach from the same source, they are far less likely to engage in the future. Over time, that can mean emails are dismissed before they are even properly read.

It is not just about one bad press release. It is about losing credibility at a time when credibility is under increasing pressure.

This Isn’t Just About One Ignored Press Release

It is easy to think of a failed press release as a minor setback, but the impact can be more significant than it appears.

The longer-term impact of poor AI PR

At a time when media organisations are under increasing pressure to verify information and avoid errors, sending content that feels unreliable or poorly checked can quickly undermine confidence in your brand.

PR is fundamentally about building trust, and once that trust is compromised, it becomes much harder to rebuild.

Where AI Does Help in PR

None of this means AI should be avoided. Used properly, it can make PR processes more efficient and support better outcomes.

Where AI adds value

For example, if you are starting with the basics of structuring a release, AI can accelerate the process outlined in How To Write a Press Release.

The key point is that AI should be used as a tool rather than a replacement. Human input is still essential for shaping the story, verifying the details, and ensuring that outreach feels relevant and considered.

What Good PR Actually Looks Like

When PR is done well, it reflects a clear understanding of both the story and the audience it is intended for.

Hallmarks of effective PR

Underpinning all of this is a relationship-led approach, where journalists are treated as collaborators rather than just distribution channels.

For a deeper look at how effective campaigns translate into results, Koozai’s Digital PR case studies, including work with Travelbag and Cofton Holidays, offer useful examples.

So, Can You Just Use AI to Do Your PR?

AI can support your PR efforts in meaningful ways, particularly when it comes to speed and efficiency. It can help you get started, generate ideas and streamline certain parts of the process.

However, it cannot replace the strategic thinking, editorial judgement and relationship-building that sit at the core of successful PR.

Producing content is only one part of the equation. Earning attention, building credibility and securing coverage require a level of understanding that goes beyond what AI can deliver on its own.

Where This Leaves You

If you are considering whether AI can take on the role of your PR function, it is a fair question to ask, especially given how capable these tools have become.

The answer is not that AI has no place in PR. It clearly does.

But it works best as a support mechanism rather than a substitute. When used in isolation, it risks creating more noise than value, and in doing so, can make it harder for your brand to stand out for the right reasons.

If you are unsure where to draw that line, Koozai’s Digital PR Agency services can help you understand how to combine AI efficiency with the expertise needed to deliver results.