AI-Generated ‘Experts’ Unmasked in Press Gazette Media Scandal

_{PR trickery, AI faces, and SEO spam have flooded trusted news outlets. (Image: Dragon Claws/Alamy)}

A growing number of fake commentators, some using AI-generated photos and bios, have slipped into hundreds of published news stories in the UK and beyond, according to a bombshell investigation by Press Gazette.

The report by Rob Waugh named more than 50 fictitious or unverifiable experts linked to over 1,000 articles in respected outlets like the BBC, The Guardian, Metro, and Vogue. Many were supplied via PR platforms used to connect journalists with sources.

AI Personas and SEO Scams in Plain Sight

The scam works like this: SEO firms create fake expert profiles with AI headshots and plausible-sounding bios. These profiles are then used to submit commentary on trending topics via services like HARO, Quoted, or Response Source, which connect journalists with “experts.” 

In return, the companies behind these ghost personas receive backlinks and brand mentions from trusted media outlets, boosting their search engine rankings.

Among the most quoted is “Barbara Santini,” an alleged psychologist claiming to be Oxford-educated. Her commentary on relationships, wellness, and mental health appeared in Cosmopolitan, The Sun, The Daily Mail, and even BBC Radio.

_{Major news outlets fell for the deception. (Image: Press Gazzette)}

Yet, there is no evidence she holds any credentials. She does not appear on professional registers, and her online presence consists mainly of recycled or AI-generated bios.

Another example: “Rebecca Leigh,” supposedly a biochemist, appeared in articles on Fortune and Business.com. Her profile picture was found to be AI-generated and had been used for different names elsewhere online. Her affiliated company later confirmed her identity wasn’t real.

Why It Matters to Casino Players

The casino industry is particularly vulnerable to this issue. From bonus advice on online casino sites to “expert” rankings, players rely on authoritative content to make smart choices.

When those expert voices turn out to be fake, trust erodes. Worse, it gives shady operators a backdoor into mainstream legitimacy, potentially leading readers to dodgy sites dressed up with PR spin.

Press Gazette compiled a list of 50 such “experts” and found that many media outlets have now begun deleting or revising stories after learning the truth.

Newsrooms Scramble to Tighten Source Vetting

The fallout has been swift. Several media request platforms have purged suspect profiles. Journalists now report taking extra steps to verify identities, including requiring video interviews or confirming LinkedIn profiles and certifications.

For casino publishers, the threat is real, and familiar. The affiliate and gambling content industries have long battled with credibility concerns, including fake reviews, unlicensed platforms, and misleading “expert” claims. This revelation adds another layer: unverified sources infiltrating content under the guise of legitimacy.

Industry insiders say this reflects deeper pressures on newsrooms. As budgets shrink and content demands rise, many outlets have leaned more heavily on external quotes to fill out stories quickly, sometimes at the expense of accuracy.

The Bottom Line: Don’t Bet on Fake Authority

As AI tools get better at faking faces and bios, the onus falls on publishers and readers to double-check who they’re trusting, especially when money’s on the line.

SEO tricks and “expert” quotes might juice rankings, but they come at a cost: the credibility of journalism itself. For readers in high-stakes spaces like gambling, travel, and health, the risk is even greater.

“The problem isn’t just that these experts don’t exist,” Press Gazette wrote. “It’s that their fake commentary is shaping real-world stories, and misleading readers in the process.”