Invasion of the Fake Press Releases

Journalists have recently started sounding the alarm about a troubling surge in AI-generated press releases. As with many AI byproducts, these press releases initially appear professional and polished, but on closer inspection, are rife with fictitious events, sources, case studies — even people.

Why this sudden proliferation of AI-generated press releases? What are the consequences? And how can they be prevented? Let’s explore.

Understanding the sudden rise in AI-generated press releases

The rise of AI-generated press releases is not merely a result of increased adoption of AI tools but a consequence of bad actors hoping to increase web traffic to questionable sources, manipulate media coverage, and even influence financial markets. To get to the bottom of this concerning trend, Press Gazette conducted an investigation into three PR agencies responsible for “bombarding” U.K. journalists with fraudulent press releases: Signal The News, Relay The Update, and Inform The Audience.

Beyond their names sounding like AI-generated synonyms, these three PR agencies came under suspicion for repeatedly failing to respond to follow-up emails from journalists and frequently changing email addresses. When Press Gazette journalists took it upon themselves to verify the information contained in these questionable press releases, they discovered everything from “accident-prone lottery winners who appeared not to exist” to a “wellness advisor,” whose advice has been featured in major publications like the Mirror and Express but is “extremely hard to find online.”

Press Gazette suggests the motivation for these fake releases is “link-building campaigns for search engine optimisation – by securing multiple links on reputable websites such as news publishers.” Legitimacy does seem to be the goal of these fake releases, as Gen AI search engines prioritize “quality” content — a designation often measured by links to credible publications.

Given the uptick in fake news and misinformation in recent years, this scheme threatens to compromise trust in journalism if left unchecked. And, in the financial sector, there is also the very real risk of a fake press release misleading investors and negatively influencing financial markets.

• Update. Press Gazette has just reported the discovery of an app that generates fictitious press releases. The app, called Olivia Brown, is an AI-driven, full-service provider: it not only generates the story, but sends it to a selected list of journalists that it judges most likely to adopt it. It seems to have met with some success. According to PG: " Stories sent out by this AI-powered PR writing and distribution tool have already landed coverage in outlets including the Daily Mail, Nottingham World, Lancs Live and GB News."
  

Using fake press releases to manipulate markets

Fake press releases aren’t just annoying, they can also carry significant financial consequences. Press releases reporting on false acquisitions, earnings, and valuations have a tangible impact; as Wiztrust explains, “When a fraudulent release containing false information about a company is widely disseminated, it often triggers a sudden spike or drop in the stock price as investors react to the news without verifying its authenticity.”

“While markets typically correct once the deception is revealed, investors who traded on the false news can suffer major losses in the interim,” Wiztrust warns. As a result, “Regulators like the SEC and CFTC are cracking down on these deceptive practices with hefty fines and criminal charges against the worst offenders” in an attempt to mitigate these blatant attempts to manipulate the market.

Still, Wiztrust advises, “To avoid falling victim, investors should always seek to fact-check material claims in press releases against company filings and reputable third-party sources before making trading decisions based on the news alone.”

What can journalists do to detect false press releases

Unfortunately, identifying fake press releases requires vigilance and dedication. In addition to deploying tools like AI-detectors and reverse image searching, Notified suggests three key steps to verifying a press release’s legitimacy:

• Research the executive team — “This means looking at their previous roles, achievements and any media attention they've received. Check the leaders’ public profiles on LinkedIn, their participation in industry events and their track record in building businesses.”
• Examine the existing press coverage — “Review news articles, interviews and any press releases to get a sense of how the company operates, its key messages and whether it's faced any controversies. Past media coverage helps assess the legitimacy of the brand and gauge its public perception.”
• Review customer feedback — “To get an external perspective, look at platforms such as G2, Capterra, Consumer Reports and Google Reviews. They provide insight into how the brand’s products or services are being received by the public.”

Notified also advises news teams adopt “a culture that prioritizes skepticism and meticulous fact-checking throughout every stage of news dissemination.” To accomplish this, Notified suggests “a thorough vetting procedure for both press releases and clients, involving background checks, credential validation, and content verification.”

Writing for Tech Business News Troy Beamer makes a pitch for a journalist’s intuition — and integrity. “The lesson here is painfully clear: if it sounds too good to be true, it almost certainly is. In a world where credibility is currency, don’t let yourself be swindled by the empty promises of PR charlatans.”

Whether it takes a sophisticated content verification tool or just sound human instinct, it is essential for journalists to identify fake press releases and prevent the spread of misinformation. If credibility is not safeguarded now, news publications risk eroding reader trust and compromising real factual reporting.