Is AI-generated mass pitching making PR spam worse in India?
By Pavithra A in Media News on Monday, 17th August 2026 at 2:24pm
Generative AI is making it easier for PR professionals to draft and distribute pitches at scale, but journalists say the growing volume is often coming at the expense of relevance. From generic introductions and inaccurate personalisation to pitches sent outside a journalist’s beat, AI assisted outreach risks turning media relations into a numbers game.
While journalists see value in AI for research and drafting, they say human judgment remains essential to meaningful media outreach.
Muck Rack’s State of Journalism 2026 report found that PR pitches continue to play an important role in journalism. 86% of journalists said at least some of their stories start with a PR pitch, while 55% said deciding which stories to pursue is a combination of pitches a...
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