Steve Cocheo: Why AI can’t replace media research

Veteran banking journalist Steve Cocheo, Senior Executive Editor at The Financial Brand, describes the AI-driven pitching crisis overwhelming his inbox – 80 irrelevant PR emails a week, many from people who’ve never read the publication. The breaking point came when a publicist admitted she’d used ChatGPT to identify outlets, and the system confidently but wrongly claimed The Financial Brand covers CFO issues. Drawing on four decades in financial media, Cocheo explains why the same machine intelligence that helps Capital One detect fraud still fails at basic media research. He contrasts algorithmic laziness with on-the-ground reporting – like walking unannounced into bank branches to find real stories. He highlights two cases showing where human judgment still wins: Citizens Bank’s 10-minute account-switching tool, which challenges industry inertia, and Ardent Credit Union’s “Auto Concierge” program, which uses ex-dealership staff to guide car buyers. His message to communicators is blunt: AI can assist, but it can’t replace understanding what journalists actually cover.