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The recent investigation by Press Gazette into fake and AI-generated experts has sparked a lot of conversation across PR and media.
Some of the examples exposed are genuinely unacceptable.
Fabricated identities.
Synthetic images presented as real people.
Invented lived experiences.
That crosses a clear line.
But let’s also be honest about something.
Personas are not new.
Brands have used representative voices for years.
Companies have had named spokespeople who reflect internal teams.
Thought leadership has often been drafted with support and approved by the expert.
None of that suddenly became unethical in 2026.
What has changed is scale.
AI now makes it possible to generate volume instantly. And when volume increases without verification increasing alongside it, trust starts to wobble.
That’s the real issue.
The Line Isn’t “Persona vs No Persona”
The line is transparency.
Is the individual real?
Are they contactable?
Can their experience be verified?
Is the company legitimate?
Would they take a phone call from a journalist?
That’s the test.
Not follower count. Not aesthetics. Not how polished their LinkedIn looks.
There are credible experts with minimal online presence. I’ve worked with plenty. Engineers. Technical specialists. Operational leaders. People who are busy doing the job rather than building a personal brand.
Equally, a strong digital footprint doesn’t automatically equal credibility.
So instead of reacting emotionally to the headlines, I’ve focused on something practical.
If Verification Is the Expectation, Make It Standard
From now on, every expert-led campaign we run includes an attached Expert Verification Pack.
It’s simple. Structured. Boring in the best way.
It includes:
Full identity details
Company registration information
Domain-based email
Direct phone number
Professional background
Clear AI transparency statement
Confirmation the spokesperson is available for live verification
And we include one line in the pitch:
“For ease of verification, we’ve attached an Expert Verification Pack outlining credentials and availability.”
If journalists are under pressure, the least we can do is remove friction.
This Helps Journalists More Than It Helps Us
It:
Reduces back-and-forth
Removes uncertainty
Signals professionalism
Protects newsroom standards
Makes fact-checking faster
In an inbox full of generic commentary, structured credibility stands out.
Download the Template 💘
I’ve made the Expert Verification Pack template available if you want to implement it within your own workflow https://www.cupidpr.com/store/p/expert-verification-template-for-pr
This isn’t about defending bad practice.
It’s about recognising that the industry hasn’t suddenly changed overnight, but the tools have.
And if the tools evolve, our standards need to evolve alongside them.
That’s how you protect long-term trust.
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