Alex Cassidy explains how thousands of “experts” quoted in UK news articles cannot be verified to exist.
Drawing on research conducted with Press Gazette, Alex will break down the methodology used to uncover these untraceable experts, explore why the problem has accelerated in the age of AI-assisted content, and explain why it represents a growing challenge for journalists, PR professionals, and the wider content ecosystem.
How we uncovered the UK’s fake expert machine
Brighton, Spring 2026
About this session
Syndicate 1&2 - Anything is Possible stage, Brighton Centre, Kings Road, Brighton and Hove, Brighton, BN1 2GR, United Kingdom
Fri 01 May, 2026 | 03:30 PM
