ABSTRACT
This study explores the influence of Artificial Intelligence (AI) on media pitching and media relations, focusing on how journalists in the United Kingdom and the United States perceive AI-generated pitches. The research employs the Unified Theory of Acceptance and Use of Technology (UTAUT) model, adding a new determinant, Journalists’ Perceptions (JP), to evaluate how these perceptions affect AI adoption in media pitching. Surveys and semi-structured interviews were conducted to gather quantitative and qualitative data from media professionals and AI experts. Findings reveal that while AI offers potential efficiency gains, journalists remain skeptical of AI-generated pitches, citing issues such as increased error rates and “hallucinations.” The study highlights the need for AI tools to improve accuracy to foster greater acceptance among journalists, while also emphasizing the importance of targeted training and support for those with concerns.
