Press releases have a recognisable, standardised structure. They follow fixed elements: headline, lead, body, quote, boilerplate. That structure is something AI understands and can replicate.

The core facts of a press release are also always available: what is the news, who is involved, when does it happen, what is the impact? When that information is provided as input, AI can produce a solid first draft in seconds.

AI is strong at the following for press releases:

• Generating a first draft: Based on a briefing with facts, spokesperson quote and background
• Writing the headline and lead: Generating multiple options to articulate the news value sharply
• Adapting the boilerplate: Tailoring a standard organisational description to a specific context
• Translating: Quickly converting press releases into a second language for international distribution
• Style adjustments: Rewriting a technical press release into a more consumer-friendly version

AI hallucinates. In a press release, that is particularly risky: an invented statistic, a wrong name or a quote that was never spoken can damage an organisation's credibility. Every fact in an AI-generated press release must be verified by a human team member.

The strategy behind a press release is also human work. Which news is worth announcing? How do you position the organisation? Which journalists do you approach? AI has no judgement on this.

A good workflow for AI-supported press releases looks like this:

1. Prepare the briefing: Facts overview, core message, spokesperson quote, background
2. Generate the first draft: AI produces a structure with all elements
3. Substantive review: Communications professional checks facts, tone and positioning
4. Style correction: Review and adjust brand-specific language use
5. Final approval: Spokesperson or manager approves the definitive version

The time saving comes in step 2: what normally takes an hour now takes a few minutes. The review remains just as thorough.

For international press releases, AI is particularly useful. A press release written in Dutch can quickly be converted into English, German or French. The translation quality of modern AI models is high, but local nuances and market-specific terms always deserve review by a native speaker.

Mach8 builds multilingual content workflows that allow press releases and other communications materials to be distributed quickly and consistently across multiple language markets.

A press release on a sensitive topic, a crisis or a significant decision requires extra care. In those cases, AI is more of a first-draft aid than an autonomous writing tool. The communications strategy, tone and exact wording are too important to leave to a model.

AI significantly accelerates the press release writing process. The time saving is real and the quality risks are manageable when you build in a thorough review step. The best results come from combining AI for structural build-up and humans for substantive control.

Want to set up a workflow for AI-supported press releases? View our content production services or get in touch with Mach8.