How to Disclose AI Use in Press Releases
Many professionals have started using artificial intelligence (AI) for press releases to conduct research and write more efficiently. AI tools can help draft headlines, summarize data, create outlines and write full paragraphs. The technology's evolution is exciting, but it introduces new challenges, including trust.
When a company sends out news, readers assume a human wrote it. As AI becomes a normal part of the workday, users need rules to regulate its use and support transparency. Companies should know how to disclose AI-generated content correctly. This guide explains why honesty matters, when to speak up and how to do it the right way.
Why AI Disclosure Matters
In public relations, trust is foundational. A company’s credibility with journalists and the public can be difficult to rebuild once it’s lost, making transparency essential.
Trust and Credibility
If a news story appears polished but readers later discover it was AI-generated, they may feel misled and question its accuracy. Disclosing AI use in press releases helps maintain honesty and protects credibility.
Journalist Expectations
Journalists rely on transparent, verifiable sources. Many newsrooms now enforce strict policies on AI, with some banning AI-generated press releases altogether. Failing to disclose AI use can lead to damaged relationships, ignored pitches or even blacklisting. Transparency supports responsible reporting.
Reputation and Rules
AI tools can produce inaccurate or inappropriate content. Publishing such material without disclosure can harm a company’s reputation. While disclosure doesn’t absolve responsibility, it provides important context and demonstrates accountability.
When You Should Disclose AI Use
You don't need to disclose everything. For example, small tools that fix spelling, grammar or syntax do not need to be disclosed. However, when AI is used to create new content or make big changes, you should include a brief statement.
Here are the main instances when AI utilization for press releases needs to be disclosed:
- Fully AI-generated press releases: If you put a prompt into a tool and it writes the entire press release for you.
- AI-assisted drafting or editing: If you write a rough draft and ask AI to rework it.
- Automated data analysis or summarization: If you used AI for large-scale data analysis, and you include that data in your press release. Telling the reader that AI helped summarize the data lets them know how you gathered the information.
How to Disclose AI Use Transparently
When you disclose AI use in press releases, the goal is to be clear but not distracting. You don't need a giant warning sign in red letters. A simple sentence is usually enough.
Clear Language Examples
Use simple, plain-language statements based on how AI was used:
- For full writing: "An AI tool generated this press release, and a human editor reviewed it."
- For assistance: "We drafted portions of this content with the help of AI assistance."
- For data: "We used AI tools to analyze the data and generate the summary in this release."
Each example emphasizes human oversight, which reassures readers that accountability remains with real people.
AI Discloser Statement Placement Within a Press Release
It’s best to place disclosures at the end of the release, just before the boilerplate, or near media contact information.
Some organizations include an editor’s note, such as:
- Editor’s Note: Our editorial team drafted this content with AI assistance and fact-checked the information.
What AI Information Not to Disclose
You don’t need to name the AI platform or software version. Whether it’s ChatGPT or another tool is less important than the fact that you used AI to generate content. Additionally, if AI contributed only to ideation and a human wrote all published content, a disclosure is typically unnecessary. Disclosures only need to reflect what the public actually sees.
Ethical Use of AI in Press Releases
Disclosure is just one part of the puzzle. You also should focus on using AI tools ethically. In this case, ethical use means using AI to augment your process, not to deceive readers.
Accuracy and Fact-Checking
The biggest danger with using AI for press releases is accuracy. Sometimes, AI can invent a quote, make up a statistic, create a fake source and more.
Be sure to fact-check every claim made by AI in things you publish. If AI references financial results, confirm them. If it attributes a quote, ensure it’s real and accurate.
Avoiding Misleading Claims
PR professionals are responsible for ensuring accuracy and realism. Allowing AI-generated exaggeration or false claims can mislead audiences and damage long-term credibility.
Maintaining Human Oversight
You should never publish AI content without a manual revision process. Human oversight must always be the final step, checking it for flow, tone, context and sensitivity. Only a human can judge how a message will land with the audience.
AI and the Future of Press Release Distribution
AI-generated press releases are becoming more common, but quality and responsibility will determine their effectiveness.
How AI Impacts Visibility and Content Quality
Low-quality, high-volume AI content may hurt search visibility. In contrast, using AI to improve clarity, structure, grammar and keyword alignment can enhance discoverability across search engines and AI-driven summaries.
Balancing Efficiency With Responsibility
Efficiency should never outweigh accuracy. The most effective PR teams will use AI to streamline tasks like formatting or tagging, freeing time for strategy, creativity, and relationship-building.
Preparing for Newsroom Standards
Newsrooms are evolving. In a few years, there might be standard tags or digital watermarks that identify AI content automatically. PR professionals need to stay informed as industry best practices change and evolve.
PR Newswire AI Press Release Capabilities
PR Newswire provides AI press release tools designed to support responsible AI use, helping teams draft, refine and review press releases while prioritizing accuracy and editorial oversight.
Disclosing AI Use in Press Releases
As AI becomes more common in press release creation, it’s important to clearly disclose its use when appropriate and ensure human review remains part of the process to protect quality and trust.
FAQs: Disclosing AI Use in Press Releases
1. When should AI use be disclosed in a press release?
AI use should be disclosed when it directly contributes to the final, published content, like drafting copy, generating summaries or analyzing data included in the release. If AI was used only for brainstorming or internal research and did not produce public-facing text, disclosure is generally not necessary.
2. Where should AI disclosure appear in a press release?
It’s best to place the disclosure at the end of the press release, typically before the boilerplate or near the media contact information. Some organizations also include an editor’s note to clearly separate the disclosure from the main narrative.
3. How detailed does an AI disclosure need to be?
Disclosures should be clear but brief. It’s not necessary to name the AI tool or software version. A simple statement explaining how AI was used and confirming human review is sufficient.
4. Does disclosing AI use reduce credibility with journalists?
No. In fact, transparency can strengthen credibility. Many journalists and newsrooms expect disclosure and have formal AI policies. Being upfront about AI use helps build trust and reduces the risk of reputational or relationship damage.