Journalists don’t want AI-generated commentary (and what to give them instead)

When a reporter calls for expert insight, they’re not asking for something an AI assistant could write. They want real perspective. Industry experience. A quote that helps move the story forward.

And yet, some companies still try to save time by responding with AI-generated answers. The problem? Reporters can spot it instantly. It’s vague. It’s safe. And it’s missing the voice of someone who actually knows what they’re talking about.

Using generative AI assistants for media commentary can backfire.

Reporters aren’t looking for summaries

Most journalists already use AI tools. They can summarize a trend or pull the latest headlines without your help. What they’re missing is commentary from people who’ve been in the room, made the hard calls, or seen the change firsthand.

A quote that starts with “As a leading provider of…” isn’t helpful. Neither is a repurposed blog paragraph packed with keywords and corporate-speak.

What cuts through is a real, human answer. One that explains the “why” behind a trend or shares a concrete implication others haven’t considered yet.

AI can’t speak for your leadership

Even if a tool gets the facts right, it still doesn’t speak in your executive’s voice. Reporters expect comments to come from a named source. If the language sounds nothing like them, or worse, sounds like every other quote in every other article, it damages credibility.

At best, it gets edited out. At worst, it puts your company on their mental “don’t quote again” list.

If your executive doesn’t have time for a call, prep them with a smart brief. Give them the reporter’s deadline, a few bullet points about the story, and two or three framing questions. A five-minute voice note or quick email response will give you something worthwhile to work with.

Generic answers get generic results

Media coverage builds authority when the commentary is specific, relevant, and informed. But if your response could be copied and pasted into a dozen other articles with no change, it won’t stick.

Let’s say a reporter asks for your take on a proposed regulation. A vague quote about “welcoming innovation while protecting consumers” doesn’t say anything.

Instead, offer a viewpoint: What part of the proposal needs work? What’s the potential impact on your sector? What are you hearing from customers or partners? That’s what helps a reporter write a sharper story and makes your quote worth using.

It’s about relationships, not replacement

PR is a people business. So is journalism. When you give a journalist something thoughtful, timely, and honest, it builds trust. You become a go-to source. They come back the next time they need insight.

Reporters know when you’re phoning it in. If they wanted an AI-generated response, they would just ask ChatGPT, not an expert.

What to do instead

Media opportunities are earned. Treat them like they matter. When a request comes in:

• Match the topic to the right internal expert.
  
  
• Brief them clearly and quickly.
  
  
• Help shape their response into something clear, accurate, and quotable.
  
  
• Make sure it sounds like a person, not a machine.

If needed, edit for clarity, but don’t sand off the personality.

At Axia Public Relations, we help companies become the source reporters want to call first — not the ones they skip. If your media responses aren’t landing, it might be time to tighten the process.

For more information on how we can elevate your PR strategy, explore our services today or book a one-on-one consultation.

See also

• The best way to respond to a reporter’s query
• “Learn Media Relations from The Media” e-book
• Media relations services for earned media coverage

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