Rob Waugh

My guest today is Rob Waugh, one of Britain's leading tech and science journalists who has spent more than 25 years writing about business, tech, and the strange ways the digital world is changing everything about our lives.

More recently, Rob has found himself on the front line of something slightly more sinister.

His investigations for Press Gazette have uncovered fake experts appearing across major British newspapers AI generated journalists replacing real writers, automated PR content flooding newsrooms, and an entire ecosystem where sometimes even establishing whether the person you're dealing with actually exists has become part and parcel of the job.

I think it's just making sure that when you are doing case studies and accompanying them with digital PR campaigns, make sure you're saying something new.

I heard a journalist, I think his name is Rob Waugh, U-A-G-H.

Waugh, I think it's Waugh.

Yeah, the guy from the