‘PR slop’: AI press releases losing trust with journalists

Press releases written using artificial intelligence are being dismissed by journalists as lazy, poorly researched and ultimately untrustworthy, according to Medianet’s Amrita Sidhu.

Speaking at Mumbrella’s 2026 CommsCon in Sydney, Sidhu, Medianet’s managing director, said that while media organisations are adopting AI in their workflows, journalists do not extend the same expectations to the PRs who pitch them.

Pointing to this “clear inconsistency,” she told the audience that journalists can almost always spot AI-generated pitches and will automatically view them as “PR slop.”