AI vs PR: Why human insight still comes out on top
Can AI replace a PR? Spoiler: not yet.
We ran a quick test the other day that proved the point.
Inside our PR Dispatch press database, we list UK features our PR Dispatch members pitch to, such as Bella Magazine's Home Trends page. 👇
Out of curiosity, we asked ChatGPT what was in the latest Home Trends feature. It told us the feature didn’t exist.
So we double-checked. The feature was there — in the latest issue.
Why did the AI get it wrong? Simple: models without live, verified access to current press runs will sometimes “fill the gaps” with confident-sounding guesses. That’s fine for brainstorming, but it’s dangerous for pitching. Pitching based on guesswork is the fastest way to waste time, and miss coverage.
That’s why we update our database every single day with real features, real contacts and real deadlines. When you pitch from a verified source, you’re pitching with confidence, not hope.
What this means for your PR
AI is great at drafting emails, polishing copy and suggesting angles.
AI without live, verified data can’t reliably tell you what editors are actually working on right now.
The best results come when you pair AI tools with up-to-date media intelligence and human judgement.
How to use AI — without relying on it
Use AI to draft and tighten pitches. Let it help you find a clear hook.
Always verify publication details and deadlines with a trusted source (like the PR Dispatch press database).
Use editor insight and correct contacts to tailor your pitch; the nuance matters.
Track results, learn fast and adapt your outreach.
AI is a useful teammate; it’s not a replacement for editor relationships, timing and industry knowledge. If you want to pitch with confidence (and ditch the guesswork), use tools that combine AI speed with daily-updated press data.
Want to see how it works in practice?
PR Dispatch members get up-to-date features, contacts and deadlines — so you can pitch smarter, faster and with better results.
👉 Watch the 3-minute demo here to see the all-in-one PR platform in action.