In this episode of This is PR, Richard Stone, Lorna Farnell-Smith and Martin Deakin sit down to discuss the widening gap between GenAI experimentation and measurable business impact, following new ISBA research showing the proportion of advertisers scaling their AI use has stalled at 18 per cent for a second year running.

The conversation moves to a Guardian investigation into CT Group, the lobbying firm co-founded by Lynton Crosby, accused of paying journalists to place articles favourable to its clients. The panel weighs up what it means for trust in an industry with no mandatory code of conduct.

The episode closes on AI-washing, and the pressure PR teams are under to relabel ordinary automation as artificial intelligence to keep pace with the hype.