PressGazette: “With journalists currently being bombarded by AI-written PR content, Press Gazette has gathered together tips on how to spot fake material. This month, Press Gazette reported on an AI tool, ‘Olivia Brown’, which automates every part of the PR process, from suggesting topics to writing press releases to emailing journalists.  Digital PR companies, which aim to get secure website backlinks for their clients, openly boast of sending millions of emails to journalists. Digital PR (a sister company to Search Intelligence which makes Olivia Brown), boasts: “Our enterprise-level custom software is an alien machine that allows our team to operate at a scale like no other agency on Earth. Our team sends out tens of millions of emails every month to the press worldwide, on behalf of our clients.” While best practice is for journalists to verify the accreditations of any source (preferably with a phone call), Press Gazette has also gathered tips to help reporters and editors quickly tell whether a press release is an AI fabrication. In recent months Press Gazette has found dozens of examples of fictional AI-written PR content which been published in national media, securing valuable links for dubious companies. Times contributing editor Matt Rudd said he has blocked large numbers of email addresses to stop spammy, seemingly AI-written releases arriving – but the senders simply create new ones…”