TLDR: A Lithuanian-based PR agency has launched an AI tool designed to generate automated expert comments for journalists seeking sources on platforms like ResponseSource, HARO, and Qwoted. The tool leverages various resources to craft responses, raising questions among experts about the authenticity and necessity of such AI-generated input in journalism.
A new development in the public relations landscape sees a Lithuanian-based PR agency introducing an artificial intelligence tool aimed at automating expert commentary for journalists. This innovation, reported by Press Gazette on July 21, 2025, allows the AI to formulate responses for media inquiries posted on platforms such as ResponseSource, HARO, and Qwoted. The tool’s functionality involves scanning resources like books and podcasts to produce what it deems an appropriate expert comment.
The introduction of this AI tool has sparked debate within the industry, with one expert quoted by Press Gazette suggesting that journalists might find it equally effective, or perhaps more direct, to simply ask ChatGPT for expert comments themselves. This sentiment underscores a growing concern about the potential for AI to dilute the authenticity and unique insights traditionally provided by human experts.
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This move by the PR agency comes amidst what has been termed the ‘reality wars’ in public relations, a period marked by increasing scrutiny over the veracity of sources and the proliferation of AI-generated content. Recent investigations have highlighted instances of fake or dubious experts being widely quoted in media, prompting publishers to delete or amend stories. Services like ResponseSource have been urged to enhance vigilance against unverified profiles. The Independent Press Standards Organisation (IPSO) has also voiced concerns regarding unverified experts and the use of AI to generate comments, stressing the critical responsibility of publishers to ensure accuracy in their content, as mandated by Clause 1 of the Editors’ Code.
