When AI starts pretending to be your PR team, it's a problem

Tech.eu · 2 months ago · 56

UK PR firm Movchan Agency created dozens of fake PR representatives with AI-generated headshots and false email addresses to pitch stories to journalists, initially claiming a temporary measure to address email deliverability issues. Evidence showed the practice continued at least through 2025, and clients were unaware of the deceptive tactic. The revelation highlights how AI-generated synthetic outreach is eroding trust in PR communications, with one CEO estimating 70% of unsolicited emails he receives now use fake identities.