How to Write Press Releases That Don't Read as AI-Generated Boilerplate

Press releases have followed the same lede-quotes-boilerplate structure for generations, long before AI existed — which now makes genuinely newsworthy releases hard to distinguish from AI-generated filler unless they're anchored in real specifics.

Key takeaways

The lede-quotes-boilerplate press release structure predates AI by decades — the format itself isn't the risk factor.
Generic corporate enthusiasm phrases are both a journalism pet peeve and a common AI-content pattern.
A specific, quantifiable fact in the headline or lede is the strongest signal of genuine newsworthiness and authenticity.
Executive quotes that could be swapped between any two companies are a clear generic-content tell, independent of who wrote them.

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Why press releases are especially easy to mistake for AI content

The genre's own conventions — a formal lede, an executive quote, boilerplate company description — have been essentially unchanged since long before language models existed, which means the 'template' AI models learned from is largely the same template professional PR writers have used for decades.

This creates a real risk: a genuinely newsworthy release written in pure boilerplate style can read as generic AI filler, while a less newsworthy release with specific detail can read as more credible — journalists and detectors alike respond to specificity over structure.

Generic executive quote: 'We are thrilled to bring this innovative solution to market.'
Specific executive quote: an actual reason, tied to a real number or customer problem
Fix: lead the headline and first sentence with the single most concrete, newsworthy fact
Fix: get a genuinely specific quote, not a generic enthusiasm statement

Writing a lede journalists will actually use

Identify the single most concrete, quantifiable fact about your announcement — a specific number, a first-of-its-kind claim, a named partnership — and lead with it directly in the first sentence, rather than a generic 'X is pleased to announce' opening.

Get an executive quote that says something specific and slightly opinionated rather than universally applicable enthusiasm — a quote that couldn't be copy-pasted into a competitor's release about a different announcement is a genuine quote.

Humanizing without losing PR professionalism

Run the boilerplate and connective sections through Neonhumanizer for phrasing variation, but keep factual claims, dates, and figures exactly as verified — press releases carry real reputational and sometimes legal weight if facts are inaccurate.

Have legal or communications review the final version regardless of drafting method; this is standard practice for press releases independent of any AI-detection concern.

“Executive quotes in press releases that could be swapped between almost any two companies in the same industry without anyone noticing are a clear generic-content tell — regardless of whether the release was written by a person or a model.”
— Neonhumanizer, July 3, 2026

Frequently asked questions

Is the standard press release format itself a problem for AI detection?

No — the format predates AI by decades and isn't inherently risky. Generic language filling that format is the actual issue.

What's the fastest way to make a press release less generic?

Lead with a specific, quantifiable fact and get a genuinely specific executive quote rather than generic enthusiasm language.

Do journalists actually notice generic AI-sounding press releases?

Many journalists have publicly noted increased skepticism toward generic, undifferentiated press releases, independent of formal AI detection.

Is it fine to use AI to draft the boilerplate company description?

Boilerplate is typically standardized and low-risk to draft with AI assistance; focus your human effort on the lede and quotes instead.

Should every press release be run through legal review?

Yes, as standard practice — facts, claims, and quotes should always be verified and approved before distribution regardless of drafting method.

Lead with your most specific fact, get a genuine quote, then humanize the connective boilerplate.

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