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

The comms, PR, and journo world is a small one. Over the weekend, I had half a dozen people send me the same Futurism article via WhatsApp. It detailed UK-based PR firm Movchan Agency, which journalist Maggie Harrison Dupré at Futurism found had created numerous fake PR representatives — including names, email addresses, biographies, and, in some cases, AI-generated/stock-photo headshots — to pitch stories to journalists.