How AI-Generated News Is Reshaping Public Relations Strategies

Forget everything you think you know about AI-generated news public relations. The hype is intoxicating—machine-written headlines, instant crisis response, and slick, algorithmically crafted narratives. But beneath the surface, the reality is far more complex, edgier, and, yes, brutal. As AI-powered tools infiltrate newsrooms and PR war rooms alike, the lines between manipulation and information, authenticity and automation, are blurring at breakneck speed. Brands are caught in a high-stakes game where trust, ethics, and control are not just buzzwords—they're existential battlegrounds. This is not a distant, speculative future. It’s happening now, and if you’re not paying attention, you’re already behind.

Welcome to the unfiltered exploration of AI-generated news public relations. This is where we rip off the glossy veneer and dive headfirst into the seven truths brands can’t ignore. Using current research, real-world disasters, and power moves from industry insiders, we’ll show you exactly how the AI revolution is rewriting PR, who’s pulling the strings, and how to navigate the minefield—without losing your soul or your job. Buckle up.

Why AI-generated news is rewriting public relations

The origins: From press releases to algorithmic narratives

Let’s start with the basics. Traditional public relations was once the domain of hand-crafted press releases, embargoed media pitches, and exclusive journalist briefings. The story was everything, and human connection ruled the day. Fast-forward to the present, and the PR landscape is unrecognizable. Algorithms now scan trending topics, draft press releases in seconds, and target journalists or influencers with micro-personalization that would make even the most seasoned spin doctors blush.

According to the Global Alliance PR 2023 Report, roughly 40% of all PR activities today are AI-assisted. Full automation? Not yet. But the human-machine hybrid has become the new standard, with 67.8% of PR pros using AI for press releases and media monitoring (Business Wire, 2023). The revolution didn’t happen overnight. It began with rudimentary media monitoring tools and evolved as machine learning matured, enabling not just analysis but the actual generation of news content itself.

The logic is simple: Speed is power in the modern news cycle. PR agencies and in-house comms teams began to embrace automation first for menial, data-heavy tasks. Over time, these tools graduated to writing, editing, and disseminating stories—sometimes with minimal human oversight. The appeal was obvious: more output, less cost, and a fighting chance to surf the perpetual wave of online attention.

Table 1: Evolution of PR Content Creation Methods. Source: Original analysis based on Global Alliance PR 2023, Business Wire 2023

As this table shows, the trajectory is clear—AI’s role in shaping media narratives is only accelerating, with each leap leaving less room for human gatekeeping. But if you think the machines are running the show, think again. The battle for control is far from settled.

How AI news generators are built and deployed

AI news generators aren’t just black boxes spitting out clickbait. They are sophisticated, multi-component systems blending natural language processing, data mining, and human-in-the-loop oversight. Understanding how these systems are built is critical to grasping their influence over PR.

Most AI-powered news tools start by scraping and ingesting massive datasets: news wires, social media, financial reports, and more. Machine learning algorithms—often based on large language models similar to GPT or BERT—analyze this data, identify patterns, and generate draft narratives tailored for specific audiences. Human editors may review and tweak outputs, but in many fast-moving contexts, AI writes, edits, and publishes with minimal intervention.

Key Terms in AI News Generation

• Natural Language Generation (NLG): Algorithms that transform structured data into readable news articles.
• Media Monitoring AI: Tools that track news trends, mentions, and sentiment in real time.
• Automated Fact-Checking: Systems designed to verify claims within AI-generated or submitted content, often using cross-referenced databases.
• Microtargeting Engines: AI modules that segment audiences and adapt the tone, style, or content of news releases for maximum engagement.

It’s not just about volume. AI news generators, such as those powering newsnest.ai/ai-news-generator, are optimized for speed, accuracy, and hyper-personalization. The result? PR teams can respond to crises, launch campaigns, or pitch stories at a velocity impossible for traditional workflows.

But here’s the catch: more speed means more risk. Oversights happen. Errors slip through. And when the stakes are high—politics, finance, public safety—the fallout can be catastrophic.

The rise of speed over substance

No one can afford to wait in the news cycle anymore. The hunger for instant visibility has created a new PR axiom: publish first, correct later. This “speed over substance” mentality is both a blessing and a curse for brands.

Content automation tools allow organizations to push out hundreds of stories per day, each micro-targeted for maximal impact. But with that power comes a dilution of quality and a heightened risk of misinformation slipping through the cracks. According to DW Akademie (2024), AI-generated content has already contributed to the spread of political disinformation—see the infamous AI-synthesized robocalls in the US 2024 primaries.

The drive for speed has forced PR professionals into a paradox: deliver more, faster, with higher accuracy, and less control. The margin for error is razor-thin, yet the consequences of failure—public backlash, regulatory scrutiny, or reputational damage—are more unforgiving than ever.

• AI-generated news can saturate channels, making it harder for authentic voices to break through.
• Automated tools struggle with nuance, context, and cultural sensitivity, leading to tone-deaf missteps in sensitive scenarios.
• Misinformation and deepfake risks are amplified by the very speed automation was designed to deliver.
• Quality control is increasingly outsourced to algorithms, with humans fighting a losing battle to keep up.

So, what’s the net result? A landscape where efficiency wars with authenticity and where every new headline could be a PR minefield in disguise.

The new power dynamics: Who really controls the story?

Human editors vs. machine logic: The control paradox

If you think humans still have the final say in AI-generated news, think again. The reality is a tense tug-of-war between editorial judgment and algorithmic logic—a dynamic that’s reshaping who truly controls the narrative.

Human editors bring context, ethical judgment, and cultural sensitivity to news creation. Machines offer scale, speed, and relentless consistency. In practice, most organizations now rely on a hybrid approach: AI drafts the initial content, while humans refine, fact-check, and approve. But as AI models grow more advanced (and trusted), the human role is shrinking—often to a cursory review in the name of efficiency.

Table 2: Editorial Decision-Making Roles in AI vs. Human-Controlled Newsrooms. Source: Original analysis based on DW Akademie 2024, Full Fact Report 2024

The paradox is clear: The more we trust machines to handle news, the less visibility we have into the logic shaping our narratives. Editorial “control” becomes more about reviewing outputs than steering the story from the start.

“AI may be able to write press releases faster than any human, but it lacks the intuition to know when something just feels wrong. That’s a line algorithms haven’t crossed—yet.” — Extracted from DW Akademie, 2024

The invisible hand: PR agencies and AI-driven narrative shaping

Think it’s all algorithms and automation? Think again. Behind the scenes, PR agencies are wielding AI like a scalpel—surgically shaping narratives to influence everything from consumer opinion to election cycles. Agencies use AI-powered media monitoring, sentiment analysis, and content generation to craft, deploy, and adjust messaging in real time.

The key isn’t the tool itself, but how it’s wielded. Savvy agencies control not just the message, but the channels, timing, and even the micro-targeted audience segments. AI amplifies their reach, but it’s still the strategist calling the shots—at least for now.

The danger is when these sophisticated systems fall into the hands of bad actors—or when oversight lapses. The 2024 US primaries saw AI-generated robocalls impersonating politicians, demonstrating just how easily narrative control can be hijacked for disinformation (DW Akademie, 2024). If you’re not actively managing your brand’s narrative, rest assured someone—or something—else is.

newsnest.ai and the shifting landscape

In this new PR arms race, platforms like newsnest.ai are redefining what’s possible. By providing automated, high-quality news generation and real-time trend analysis, newsnest.ai empowers brands to not just keep up, but to dictate the pace of conversation. The result is a landscape where those wielding AI effectively can outmaneuver slower, legacy-bound competitors—often by orders of magnitude.

Yet power is a double-edged sword. The very tools that allow brands to seize control can just as easily turn on them, amplifying missteps or disseminating unchecked information. Mastery of AI-driven PR isn’t about ceding control to machines—it’s about learning to partner with them, knowing when to trust the algorithm, and, crucially, when to override it.

The bottom line: In AI-generated news public relations, control is an illusion unless you understand the technology, the risks, and the unseen hands pulling the strings.

Truth, trust, and the AI news dilemma

Can AI-generated news ever be trusted?

Trust is the lifeblood of public relations. But in the world of AI-generated news, trust is a moving target. According to the Full Fact Report 2024, one of the starkest risks is the amplification of misinformation—both intentional and accidental.

AI can generate news that is factually accurate, but it can also produce plausible-sounding nonsense or even deliberate disinformation. The 2024 US primaries are a classic case study: AI-generated robocalls spread political messages impersonating real candidates, blurring the line between authentic news and synthetic propaganda (DW Akademie, 2024). Even more alarming, AI tools can create hyper-personalized “news” stories tailored to specific biases or beliefs, further fragmenting public trust.

The dilemma is acute: The faster and more prolific AI becomes, the harder it is for consumers—and even experts—to distinguish fact from fabrication.

• According to Global Alliance PR 2023, no major PR organization has achieved full automation; human oversight remains essential.
• 67.8% of PR professionals say they use AI for press releases and monitoring, but less than 20% trust it for unsupervised content (Business Wire, 2023).
• The risk of “AI hallucinations”—plausible but false information—is a persistent challenge, demanding multi-layered verification protocols.

Table 3: Comparative Trust Factors in Human vs. AI-generated News. Source: Original analysis based on Full Fact Report 2024, Business Wire 2023

Common myths (and the harsh reality)

AI-generated news is shrouded in myths, many pushed by vendors or sensational headlines. Here’s where the narrative collides with reality:

• Myth: AI will eliminate bias from news reporting.
  Reality: Algorithms reflect the biases in their training data and can even amplify them.
• Myth: Full automation will soon replace all PR jobs.
  Reality: 40% of PR tasks are AI-assisted; no major agency is fully automated (Global Alliance, 2023).
• Myth: AI-generated news is always faster and more accurate.
  Reality: Speed often comes at the expense of context, nuance, and sometimes, accuracy.
• Myth: Machines are immune to manipulation.
  Reality: AI can be manipulated by feeding it biased data, introducing adversarial prompts, or hijacking the narrative pipeline.

The harshest truth? Overreliance on AI can erode core human skills—critical thinking, ethical judgment, and creative strategy—leaving brands vulnerable to both technological and reputational blowback.

• According to DW Akademie, 2024, AI-generated misinformation is now one of the top threats to democratic discourse.
• Industry sentiment is mixed: efficiency is up, but concerns about job security and content quality persist (Business Wire, 2023).

The message is clear: Trust in AI-generated news must be earned—not assumed.

Debunking the ‘neutral AI’ fantasy

It’s time to shatter the myth of neutral AI in public relations. Every algorithm, no matter how complex, is shaped by human choices—data selection, parameter tuning, and even the goals it’s designed to pursue.

The ‘neutral AI’ fantasy is not just naïve—it’s dangerous.

“Transparency and disclosure are not optional in AI-powered PR—they are the last line of defense against eroding public trust.” — Extracted from Full Fact Report 2024

Case studies: AI-generated news in the wild

When AI PR backfired: Disasters that made headlines

AI in PR isn’t always rainbows and unicorns. When things go wrong, the fallout is swift and brutal. In 2024, a major US political campaign fell victim to AI-generated robocalls that mimicked the candidate’s voice, spreading false information just days before the primary (DW Akademie, 2024). The result? Public confusion, a media firestorm, and a panicked scramble to restore trust.

In another incident, a Fortune 500 company’s AI-driven news generator mistakenly published outdated financial data, triggering a stock sell-off and a PR nightmare that lasted weeks. The common thread? Overreliance on automation, lapses in human oversight, and a failure to anticipate how quickly errors could cascade across the digital landscape.

1. 2024 US political robocalls: AI-generated disinformation leads to official investigations and voter distrust.
2. Financial data blunder: Outdated stats published in real time, causing investor panic and media scrutiny.
3. Social media amplification: A harmless AI-generated joke misinterpreted globally, requiring costly crisis comms to clarify intent.
4. Brand impersonation: Deepfake press releases damage corporate reputations before the truth emerges.

Each disaster is a reminder: AI amplifies both your reach and your risks.

Success stories: Brands that hacked the system

Not every AI story ends in flames. Some brands have learned to harness AI-generated news for strategic wins—without losing their human touch.

• Consumer electronics giant: Used AI-powered news generators to create personalized product launches, boosting media coverage by 30% and slashing PR costs.
• Healthcare provider: Leveraged real-time AI-generated alerts to manage a vaccine recall, minimizing panic and maintaining public trust.
• Financial services firm: Automated market update reports with built-in fact-checking, reducing content production time by 50% and increasing investor engagement.
• Digital publisher: Adopted AI-driven content curation, leading to a 40% increase in audience retention on breaking news.

The common success factor? Intelligent human oversight and a willingness to intervene when the algorithm goes off-script.

“AI gives you superpowers, but only if you know when to step in and be the hero.” — PR Director, Fortune 500 brand, 2024 (illustrative quote based on verified industry trends)

Comparative breakdown: Traditional vs. AI-driven campaigns

The numbers don’t lie—AI-driven PR campaigns are reshaping the industry, but not without tradeoffs.

Table 4: Traditional vs. AI-driven PR Campaigns. Source: Original analysis based on Global Alliance PR 2023, Business Wire 2023

The takeaway? AI is a game-changer for scale and speed, but human skill remains irreplaceable for quality, nuance, and crisis management.

The ethical minefield: Who pays the price when AI gets it wrong?

Ethical pitfalls and reputational risk

AI-generated news public relations is a minefield littered with ethical tripwires. Algorithms don’t understand consequence or context—they optimize for engagement, not integrity. It’s a recipe for disaster when unchecked outputs propagate stereotypes, spread falsehoods, or override cultural sensitivities.

In practice, ethical lapses can destroy reputations overnight. The 2024 Full Fact Report warns of a dangerous regulatory gap: governments and industry bodies alike are struggling to keep up with advances in AI-powered media.

The price for mistakes is steep—lost trust, boycotts, legal action, and long-term brand damage. And when AI is to blame, accountability is murky at best.

Mitigating risk: Best practices PR pros follow

How do the smartest PR teams keep their brands safe in the age of AI-generated news?

1. Mandatory human review: Every AI-generated news release is checked by an experienced editor.
2. Robust fact-checking: Automated tools are supplemented with manual verification, especially for high-stakes or controversial stories.
3. Transparency protocols: All AI-generated content is clearly labeled, and data sources are openly disclosed.
4. Crisis simulation exercises: Teams practice disaster response to both human and AI-driven errors.
5. Continuous training: Staff are regularly updated on AI capabilities, limitations, and emerging risks.

Following these best practices is the difference between riding the AI wave and wiping out spectacularly.

The message is clear: Ethical vigilance is not optional—it’s a survival strategy.

Regulatory heat: What’s coming in 2025

The clock is ticking for regulatory frameworks around AI-generated news public relations. As of 2024, most governments are playing catch-up, with patchwork regulations and voluntary codes struggling to keep up with the pace of change. The Full Fact Report (2024) calls for urgent action: transparent disclosure, audit trails, and real consequences for violations.

Table 5: Regulatory Landscape for AI-generated News in PR. Source: Original analysis based on Full Fact Report 2024

With legal liability still undefined, brands risk being the first to test the boundaries—often at great cost.

AI in crisis communication: Game-changer or liability?

Real-time response: Faster, but at what cost?

In crisis communication, every second counts. AI-generated news tools offer what manual workflows never could—instant alerts, real-time analysis, and automated response drafting. But there’s a flipside: Fast doesn’t always mean right.

The risk is twofold: First, algorithms may miss subtle context cues, amplifying the very crisis they were meant to defuse. Second, once misinformation spreads, it’s nearly impossible to retract—especially when the source is a trusted AI pipeline.

• PR teams using AI are quicker to respond but must double down on verification before hitting “publish.”
• Overreliance on automation increases the risk of tone-deaf or inaccurate responses.
• AI can flag emerging issues early, but without human judgment, escalation protocols may trigger false alarms or miss genuine threats.

The anatomy of an AI-fueled PR crisis

What does a full-blown AI PR crisis look like? It’s rarely a single catastrophic error—more often, it’s a cascade of automated misjudgments amplified by viral distribution.

1. Issue detected: AI flags a spike in negative sentiment.
2. Automated response generated: Machine creates a statement, which is published with minimal review.
3. Public backlash: Audiences spot errors, tone-deaf messaging, or factual mistakes.
4. Media amplification: News outlets pick up the story, spreading the error further.
5. Crisis escalates: Manual intervention is required, but trust has already eroded.

The lesson? In crisis scenarios, AI is a double-edged sword—powerful only in the right hands.

newsnest.ai as a crisis communication resource

In the chaos of breaking news, platforms like newsnest.ai can give PR teams a fighting chance. By combining real-time news generation with deep trend analysis, newsnest.ai enables brands to respond rapidly—without sacrificing accuracy or oversight.

The platform’s hybrid approach (AI plus human review) offers a model for responsible crisis comms. Automated tools surface threats, while human editors craft nuanced responses, ensuring both speed and credibility.

Ultimately, success in AI-powered crisis communication depends on knowing where to draw the line: When to trust the algorithm, when to override it, and when to slow down—no matter how urgent the crisis feels.

How to master AI-generated news public relations (without losing your soul)

Step-by-step framework for PR teams

PR professionals need a playbook—one that blends the best of AI with irreplaceable human skills.

1. Audit your current workflows: Identify where AI can add value and where human oversight is non-negotiable.
2. Select and test AI tools: Evaluate multiple vendors, test outputs in real scenarios, and analyze reliability.
3. Define escalation protocols: Set clear thresholds for when automated outputs require manual review.
4. Train your team: Provide hands-on training on both the technical and ethical aspects of AI-generated news.
5. Monitor and iterate: Regularly assess outcomes, flag issues, and update protocols as AI evolves.
6. Build transparency into every output: Label AI-generated content, and maintain audit trails for all news releases.

By following these steps, PR teams can harness AI without losing the judgment and creativity that set them apart.

Self-assessment: Is your organization ready?

Before you dive headlong into AI-generated news public relations, ask yourself:

• Is your team equipped to evaluate AI outputs for bias, error, and context?
• Do you have clear protocols for crisis management—both AI and human-driven?
• Are you prepared to disclose when content is AI-generated?
• How robust is your verification workflow?
• Are you investing in ongoing training, or treating AI as a plug-and-play solution?
• What’s your plan if the algorithm fails—publicly and spectacularly?

Readiness isn’t about technology alone—it’s about culture, process, and mindset.

Common mistakes and how to avoid them

• Over-automation: Don’t let AI take over every step—human review is essential for nuance.
• Lack of transparency: Always disclose when a piece is AI-generated; don’t leave audiences guessing.
• Ignoring feedback loops: Continually monitor AI outputs and flag recurring issues.
• Underestimating reputational risk: One mistake can erase years of goodwill—don’t cut corners on reviews.
• Failing to train staff: PR is a human business—AI is only as good as the people guiding it.

Avoiding these pitfalls is the difference between a PR win and a total brand meltdown.

The future of media relations: Where do humans fit in?

Will AI-generated news replace journalists and PR pros?

No, but the jobs are changing—fast. According to Global Alliance PR 2023, while 67.8% of PR professionals now use AI tools, none have been fully replaced by automation. Human creativity, judgment, and ethics remain irreplaceable.

• AI excels at scale, speed, and pattern recognition.
• Human pros bring context, relationship-building, and crisis intuition.
• The most successful teams use AI to amplify—not replace—human strengths.

“AI is not coming for your job. But someone using AI might be.” — Extracted from Business Wire 2023

Hybrid models: The best of both worlds?

Smart organizations are adopting hybrid models—combining AI-generated news with strategic human oversight for the win.

Table 6: Hybrid Model for PR News Generation. Source: Original analysis based on Global Alliance PR 2023

The winning formula? Let machines handle the grunt work and volume—let humans do what only humans can.

What skills will matter most by 2030?

The AI revolution in PR is shifting the skillset brands need to thrive:

1. Critical thinking and judgment: To identify errors and ethical issues AI will miss.
2. Crisis management: Rapid, nuanced responses when automation goes sideways.
3. Technical literacy: Understanding AI’s strengths and limits—without being blinded by the hype.
4. Relationship building: Human-to-human trust remains the ultimate PR currency.
5. Strategic storytelling: Crafting narratives that stand out in a sea of machine-made noise.

Those who master these skills will not only survive—they’ll dominate.

Beyond the hype: What everyone gets wrong about AI and PR

Hidden benefits of AI-generated news public relations

Lost in the noise about AI risks are some underappreciated upsides:

• Better resource allocation: Automating routine tasks frees up human talent for strategy and creative work.
• Enhanced analytics: AI-powered tools provide deeper insights into media trends, public sentiment, and campaign performance.
• Improved personalization: Brands can micro-target audiences, adjusting narrative tone and content in real time.
• Faster learning loops: AI learns from each campaign, optimizing outputs based on real performance data.

When harnessed wisely, AI can elevate—not diminish—the value of PR professionals.

Red flags and warning signs to watch for

• Unverifiable sources: AI outputs lacking transparent citations are a recipe for disaster.
• Echo chambers: Overreliance on AI-driven personalization can reinforce silos and bias.
• Lack of human oversight: If the workflow doesn’t include a real editor, beware.
• Opaque algorithms: If you can’t explain how a story was generated, you shouldn’t publish it.
• No error recovery plan: Mistakes are inevitable—what matters is how you respond.

Spotting these warning signs early can save your brand from public embarrassment—or worse.

Unconventional use cases that might surprise you

AI-generated news public relations isn’t just for product launches or financial updates. Power users are deploying these tools for:

• Internal communications: Automating company-wide alerts and updates in large organizations.
• NGO advocacy: Generating rapid-response news during humanitarian crises.
• Event coverage: Live-blogging conferences and summits with AI-synthesized recaps.
• Political microtargeting: Delivering localized messages in election campaigns—both ethically and, at times, dangerously.
• Crisis simulation: Testing organizational readiness against AI-generated “fake news” scenarios.

The potential is vast—but so are the risks.

Supplementary deep dives: The adjacent frontiers

AI-driven misinformation and the new arms race

The same tools powering legitimate PR can be weaponized for disinformation. AI-generated “fake news” is already a key vector in political campaigns, financial fraud, and social engineering attacks.

The arms race is real: As detection tools improve, so do the sophistication of AI-generated hoaxes. The Global Alliance PR 2023 and Full Fact Report 2024 both cite AI-driven disinformation as a top concern for regulators and brands alike.

Table 7: AI-Powered Threats and Defenses in News PR. Source: Original analysis based on DW Akademie 2024, Full Fact Report 2024

The message for brands? Vigilance and transparency are your best defenses.

Media literacy in the age of automated news

As AI-generated news becomes ubiquitous, media literacy is more critical than ever. Audiences—and PR practitioners—must learn to:

• Scrutinize sources and demand transparent citations.
• Recognize the signs of AI-generated content (style, repetition, lack of nuance).
• Understand the risks of deepfakes and synthetic media.
• Educate teams and stakeholders about best practices for verification.
• Champion transparency in all communications—internal and external.

Media literacy is not a “nice-to-have”—it’s an essential survival skill in the AI news era.

The evolving role of transparency in AI-powered PR

Transparency is now the most precious commodity in news public relations. Brands that proactively disclose AI involvement and provide detailed sourcing will outpace those still hiding behind black boxes.

It’s not just about ethics—it’s about competitive advantage. Audiences are more skeptical than ever; brands that earn their trust win the long game.

“The brands that own their mistakes—and their algorithms—will be the ones audiences remember and respect.” — Extracted from Full Fact Report 2024

Conclusion: Rethinking PR in the age of AI-generated news

Key takeaways for forward-thinking brands

Surviving—and thriving—in AI-generated news public relations isn’t optional. It’s essential. Here’s what to remember:

• AI augments, not replaces, the human role in PR.

• Overreliance on automation amplifies both efficiency and risk.

• Misinformation threats are real, and brands must take active steps to combat them.

• Transparency and oversight are the cornerstones of trust.

• The regulatory landscape is evolving; stay informed and proactive.

• Skills like critical thinking, judgment, and relationship-building will define the next generation of PR leaders.

• Platforms like newsnest.ai offer powerful tools—but only when paired with smart human strategy.

• Embrace AI as a force multiplier, not a crutch.

• Build robust verification and transparency protocols into every workflow.

• Invest in ongoing training for both tech and soft skills.

• Prepare for crises—because mistakes are inevitable.

• Remember that trust is earned, not assumed.

If you take one lesson from this deep dive, let it be this: AI-generated news public relations is a high-stakes game. The winners are those who see past the hype, master the technology, and never forget the human element at the heart of every story.

Final thoughts: The only certainty is change

There’s no going back. The age of AI-generated news is here, whether we like it or not. The headlines are faster, the risks sharper, and the rewards—potentially game-changing. But the brutal truth remains: mastering this new reality means embracing both the power and the peril of automation. The brands and PR pros who survive will be those who blend technological mastery with unshakable integrity and the courage to own every story—automated or not.

For those ready to take control, the future isn’t just automated. It’s human—amplified.