Press Gazette has identified more than 50 individuals and associated brands cited as 'experts' in the media, despite lacking verifiable identities or credentials.

An investigation by media title Press Gazette has identified more than 50 so-called 'experts' who appear to be unverifiable but have been cited over 1,000 times across UK news outlets.

The individuals were frequently presented as authoritative sources despite limited or non-existent evidence of their credentials. 

The findings highlight a growing concern around to SEO-driven press activity, in which fabricated or misleading expert commentary is distributed to boost search visibility. Several UK businesses were linked to third-party SEO agencies accused of using these tactics. 

Journalists told Press Gazette they are now receiving hundreds of dubious press releases each week, many featuring AI-generated images and copy. Analysis tools flagged much of the material as mostly or fully AI-generated, while follow-up requests frequently went unanswered and sender details changed to avoid blocking.

The report exposes reputational and governance risks for communications teams, as AI tools and automated SEO practices become more embedded in workflows. 

While generative AI is bolstering content production across the industry, the investigation highlights the the need for thorough verification and ethical standards.