Why AI Won’t Get You Published in the Trade Press
22 September 2025 by Matt Trace in General
Artificial intelligence is everywhere. Tools like ChatGPT can draft content in seconds, sparking ideas and saving time. It’s no surprise that many marketing teams and business leaders are wondering: “If AI can write an article for free, why should we pay for professional PR or copywriting?”
It’s a fair question. But when it comes to getting coverage in the trade press, the answer is simple: AI alone won’t get you published.
At Defero, we specialise in securing high-quality editorial coverage for companies in construction, architecture, and facilities management. And what we see, time and again, is that while AI is useful, it can’t replace the judgment, experience, and relationships needed to turn a business story into a published feature. Here’s why.
Editors Can Spot AI a Mile Off
Trade editors are seasoned professionals. They sift through hundreds of press releases and articles each month. They know what good content looks like, and they know when something has been written by an algorithm.
AI-generated copy tends to sound generic. It often repeats safe phrases, lacks sector nuance, and misses the unique detail that makes an article worth publishing. Editors want real stories: why a project mattered, what challenges were overcome, and how the outcome delivered value. AI can’t provide that depth, and most editors won’t waste time on content that feels manufactured.
AI Can’t Interview Your Experts
The best trade press articles come from conversations with the people inside your business; the project manager who solved a technical problem, the site lead who handled unexpected challenges, or the client who benefited from your solution.
A professional PR or copywriter knows how to tease out those details. We ask the right questions, listen for the human story, and turn complex information into clear, compelling copy. ChatGPT can’t sit down with your people and dig for those insights. Without them, your article will always feel surface-level.
AI Won’t Get You Placed
Even if you did use AI to generate a solid draft, it still has to reach the right audience. That means tailoring the angle for specific publications, pitching it effectively, and maintaining relationships with editors.
This is where professional PR makes the difference. At Defero, we know what FMJ, Tomorrow’s FM, or RIBA Journal are looking for. We know when they’re running features on sustainability, energy efficiency, or retrofit, and we shape client stories to fit. AI doesn’t understand editorial calendars, reader priorities, or the subtleties of what each editor will accept.
Your Credibility Is on the Line
When your company appears in the trade press, it’s not just another piece of marketing content. It’s your reputation. Editors act as gatekeepers: if they publish your article, it comes with an implied endorsement. It says, “this business has expertise worth sharing.”
That credibility can’t be faked. If you submit AI-driven filler content and it doesn’t land, you risk damaging your brand; not just with editors, but with the architects, facilities managers, or procurement teams who read those publications.
AI Is a Tool, Not a Replacement
None of this means AI has no place. At Defero, we sometimes use it as a research or brainstorming tool. It can speed up idea generation or provide a starting point for structure. But the craft of turning raw insight into a publishable feature, with the right tone, angle, and credibility, is something only a professional can deliver.
Think of AI as scaffolding. It can support the process, but it can’t build the structure. That requires skill, experience, and human judgment.
What Businesses Really Need
Most in-house marketing teams are already stretched. They can manage digital channels, events, and campaigns, but they rarely have the time or focus to consistently generate editorial content, let alone place it in the trade press.
That’s where Defero comes in. We keep it simple:
- We mine your business for stories worth telling.
- We write them as articles editors actually want to publish.
- We get them placed in the publications your clients trust.
It’s a straightforward model and one that consistently delivers credibility, visibility, and authority.
The Bottom Line
AI is here to stay, and it will continue to shape how we work. But when it comes to editorial coverage, businesses should be cautious. ChatGPT can’t interview your team, can’t build editor relationships, and can’t safeguard your brand credibility.
If you want to see your business in the trade press, you need more than words on a page. You need stories, insight, and judgment, backed by professionals who know the sector inside out.
That’s what we do at Defero.