Media Monitor: The role of AI in communications

Latest media trends: The role of AI in communications

From journalists naming and shaming people on social media for sharing AI-generated pitches, to established newspapers being tricked into using fake case studies, it would be an understatement to say the role of AI in media hasn’t been without controversy. This quarter we spoke to City AM’s Editor-in-Chief Christian May, whose paper famously ran a “There should have been an op-ed here but you filed AI slop” editorial rather than the planned opinion piece.

You’ve spoken publicly about the rise of ‘AI slop’. Where do you draw the line between people using AI as a helpful tool and relying on it too heavily?

It’s one thing to use AI as a research assistant but it’s quite another to have it produce an article or op-ed. I can see the sense in some parts of the industry using AI-generated summaries of results stories or market movements, as long as it’s presented as AI-generated content, but for us at City AM when it comes to external submissions (which we’re generally very keen on) the red line – or red question – is very clear: did you write this? There are many issues with AI-generated copy; not only is it often bland and flat but it denies the reader the author’s voice. If you’ve got something to say, say it. If you’re in the comms or media industry and you need AI to turn an idea into an article, you’re in the wrong job. As our deputy comment editor said: if you can’t be bothered to write it why should anyone be bothered to read it?

Is this mainly a PR problem, or are you seeing AI change the way journalists work too?

AI is hugely valuable in newsrooms. Take the recent Cabinet Office dump of Peter Mandelson files, for example. Not long ago they would have been printed out and divided among reporters armed with a highlighter. Now the files can be fed into a system such as Notebook LM and instantly searched and interrogated. The same goes for company accounts or regulatory filings. But this just speeds up the research and discovery phase. A journalist will still need to use their judgement and experience, and they will still need to write the story – starting with a blank screen. As for the PR industry, it’s a car crash. We’re inundated with AI-generated emails, pitches and – worst of all – comment pieces.

How – if at all – is City AM incorporating AI? Are there areas where it’s genuinely helping journalists do better work?

In our newsroom it’s mostly about efficiency and productivity. We use tools to aggregate regulatory filings, enforcement notices, etc, but we still have to apply our editorial judgement to whatever that might present us with. We also use AI assistance in other practical ways, not least in our video and audio editing. We use it where it’s useful, but we have clear red lines when it comes to producing stories. Our reporters all know what’s allowed, what’s encouraged and what’s forbidden.

Has AI raised the bar for what counts as genuinely original thinking? What advice would you give CEOs and senior leaders writing thought leadership or opinion pieces to help them stand out?

Use all the tools you want to generate ideas, summarise documents, scan research reports or identify quotes, then sit down and start typing. Don’t cut corners or use a tool just because it’s there. People should respect their clients, respect themselves, respect us and respect the readers they’re trying to reach. Beyond that, the same guidelines still apply when it comes to producing stimulating copy. Let us hear your voice, draw on personal experiences, take us inside a decision or issue, make us think. When we call people out for submitting AI copy the response is almost always the same: “I only used it to tidy up my writing.” Well, that’s our job. If we like your piece but it needs a tweak or a polish, we’ll get to work.

Why earned media matters more than ever in the age of AI

In an age of AI and GEO (generative engine optimisation), earned media matters more than ever. But does some earned media matter more than others? Tests and research regularly show that The Guardian is one of the most heavily referenced sources – largely due to an official data licensing partnership with OpenAI – while the Financial Times and the Independent regularly feature too. By contrast, despite being one of the most trusted media outlets in the UK, BBC News is notably missing from content because of ongoing objections about AI companies accessing their journalism. This reinforces the importance of engaging with a wide variety of media outlets, as even though your core audience may not follow a particular news source, their preferred LLM might.

Social spotlight: What does a social media ban mean for communications?

Last month, the Government announced plans to ban social media platforms from offering services to under-16s to give children “back their childhoods.” But preventing children from accessing platforms like TikTok, YouTube, Instagram and Facebook presents a significant challenge for brands using these platforms as part of their communication strategies. After all, if younger audiences spend less time on social media, companies will need to think differently about how they build brand awareness, earn trust and reach future customers and employees.

Our advice?

While details are still being developed and restrictions won’t come into force before Spring 2027, now is the time to consider future-proofing and creating more resilient communication strategies. This could include investing in owned channels such as websites and newsletters, diversifying content to include podcasts, events and partnerships, and focusing on real-life stories than rather AI-content.

Top tips: For using AI in communications

Whatever your opinion on AI, it is undeniably one of the most influential technological advancements in communications in recent years. Here’s our advice for getting the most out of modern tools while maintaining creativity and credibility.

• Let AI do the research, not the thinking – AI is an excellent research tool, and can be used to summarise lengthy reports, compare documents and identify trends. But remember AI can make mistakes, so always verify sources and statistics.
• Don’t rely on one model – different AI tools work best for different tasks. For example, NotebookLM is useful for interrogating large reports, Perplexity is strong for research, Claude performs well for drafting and editing longer documents, while creative platforms such as Adobe Firefly can help develop visual concepts and campaign ideas.
• Keep the human voice – while AI can help improve structure or tighten copy, it shouldn’t replace original thinking and as Christian says, ideas and opinions should still be the author’s own.
• Optimise copy for AI searches – with more people discovering information through AI assistants rather than traditional search engines, it is important to ensure corporate websites are set up to support this by answering common questions, using clear headlines and signposts, and ensuring information isn’t hidden in images or PDFs.
• Use AI to create time for higher value work – using AI to automate meeting notes, monitor issues and produce first drafts of internal documents can free up more time for high value, strategic or creative work.

Movers and Shakers

• From September, Ben Riley-Smith will leave The Telegraph to become The Sunday Times’ Political Editor
• Albert Tait has been promoted to Education Editor at The Daily Telegraph
• Former News Editor at the ENDS Report, Pippa Neill, has joined The Guardian as Environment Reporter
• Graham Ruddick has joined The Times as Deputy Business Editor, having previously edited The Only Story in Town
• Chief Consumer Reporter at The Sun, James Flanders, is moving beats to become the paper’s Business Affairs Editor
• Fran Ivens has been promoted to Money Editor at The Sun, while Victoria Bell becomes Money News Editor at The Daily Telegraph
• Alexa Phillips has been appointed Education Correspondent at The I, following a stint as news reporter

What’s on our radar this month

What we’re listening to

Stuff Matters with Ed Conway

Ed Conway, Sky News’ Economics and Data Editor, recently launched his new podcast Stuff Matters, which looks at familiar objects – such as the magnets in airpod cases, LED lights, bananas and car seats – and uses them to explain complex econonomic and geopolitical issues.

Conway combines this with interviews with key experts, including mining specialists, social scientists, academics and inventors. The result is a podcast that makes topics such as manufacturing, trade, energy and technology feel engaging, relevant and surprisingly easy to understand.

Campaign of the month

The Bayeux Tapestry comes to the UK

Earlier this month, in a moment of significant historical importance, the Bayeux Tapestry, which tells the story of the Norman Conquest, arrived back on English soil for the first time in almost 1,000 years.

To celebrate its arrival, the British Museum projected an image of the tapestry onto the White Cliffs of Dover – creating an iconic image in its own right. The announcement gathered momentum online, with President of France Emmanuel Macron sharing an image online and exclaiming ‘Vive L’Entente Cordiale.’

The British Museum’s campaign has generated so much excitement that they sold a record 100,000 tickets to the Tapestry exhibition on the first day of sales.

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