It’s AI meee, Rich Leigh! AI PR expert at your service

Category: PR Insights

By: Rich Leigh

A friend of mine shared a link with me and others in a (barely) PR groupchat yesterday.

It was this Guardian piece: “Meet the AI-created football expert aiming to teach [FIFA boss] Infantino a lesson”.

In it, journalist Suzanne Wrack interviewed Hope Sogni, who would like to be FIFA’s 10th – and first – female president.

Only, Hope doesn’t exist, despite all the coverage she’s been getting.

Hope has been created using AI, built to understand the game, its politics, the key issues it faces, and can be talked to in real time

So, of course, I’ve created an AI version of me

You can speak to AI me here – by voice or text

I’ve trained it on tens of thousand of words of PR gubbins I’ve written over the years. Maybe even more than 100,000.

It’s trained on my voice and, well – I’d say it’s ~60% there. Perhaps a bit Aussie for my liking.

Apparently, as I speak to it – him? Me? – it’ll improve, and sound more like me.

You can ask AI me anything you want – but, ask about PR, and it’ll respond with surprising sense (especially considering it’s trained on the stuff I’ve spouted).

I’ve made up very specific PR crises for it to give guidance around. I’ve given it fictional creative briefs. I’ve asked it to explain aspects of the industry, like digital PR – and well, it’s pretty solid:

As far as I know, there’s not another PR ‘expert’ AI out there like this, trained on such a wealth of thought and opinion.

Given I learn out loud, and usually by tinkering, I’ve been playing with AI as it pertains to PR for a while now, recently creating this Press Release Draft GPT, and before that, I quickly mocked up a PR stunt tool, with zero knowledge of coding.

The company behind the tech,, has a bank of people, alive and dead, to ‘talk’ to, from Trump and Harry Styles to Greta Thunberg and Oprah. There’s even an ‘alien’ called Zyrronax. You can make your own, too.

Let’s chat ethics.

It’s weird to have digital replicas of Anthony Bourdain and David Bowie on there. I mean, it is. Perhaps it’s because they’ll have living family members that makes it more weird than digi-Kant, or ShAIkespeare?

In terms of lending some random company I first heard of yesterday my face, voice and writing, and the implications of that; well, 23andme has 14 million customers around the world, myself included. We’ve literally collectively given our very DNA away at the hope of understanding ourselves better.

It’s for people far brighter than me to consider, but my writing exists online. My face. My voice. Every social media company T&C agreement I’ve unthinkingly and hastily ticked yes to means they have, in some cases, decades of data about me.

I’m in the camp of excitement. Optimism. Hopeful for utility, and wondering quite where all of this takes us, and what it, more broadly, means as the rate of AI development shows little sign of slowing down.

I can’t see that it means professional extinction quite yet, but maybe distilling my 15 years of PR experience into an AI interface might be useful to somebody.

And sadly no, you can’t make me say naughty words. Yet.