Journalists’ Perceptions of AI in a News Release

This study examines how acknowledging the assistance of artificial intelligence in news releases shapes journalists’ perceptions of credibility and intentions to use such materials. Journalists in this study assessed a news release about a new pet food product, chosen as a neutral and non-controversial topic, and asked to evaluate it as if they were working in a sector where news about pet food was important to their audience. Participants were randomly assigned to one of two conditions, receiving either a version of the release that included or omitted an acknowledgement of AI assistance. Grounded in the CASA framework, source credibility theory, and machine heuristics, findings show that AI assistance lowers perceptions of both source and message credibility, and reduces journalists’ willingness to use the release. Mediation analyzes indicate these effects stem from perceived risks of AI and the relational dynamics between journalists and PR professionals. Results highlight tensions between AI's efficiency benefits and transparency's credibility costs, underscoring the need for ethical governance and collaboration to sustain media trust.