Episode notes
AI is being used to create fake experts and manipulate media – and it’s changing journalism forever. In this episode of the Digital PR Podcast, Louise Parker and Steve Baker speak to journalist Rob Waugh, whose investigations have exposed how AI tools are being used to create fake personas, fake commentary and fake credibility. Rob reveals how he uncovered these stories, what’s driving the rise in AI fakery and why it’s a growing threat to trust in media. Together, they explore the line between smart SEO and unethical manipulation, the role of PR in keeping journalism honest and what the future holds for expert commentary.
00:04:52 – The SEO Incentive Behind AI Fakery We dive into how (and why) some brands and agencies are creating fake personas to gain backlinks, mentions and E-E-A-T signals.
Keywords
marketingprpitching to journalistsindustry trendsAIMedia Relationsmedia databaseSearchGPTjournalismjournalistsautomationidea generationAI toolsllmllmspr toolperplexitygeminimedia outreachmedia landscapeai for prsearch everywhere optimisationGEOai spamexpert commentexpert economyfake expertsrob waughethics