Some of you might have seen that WNBA headliner Caitlin Clark publicly criticized her team for using AI in its promos. A couple of days later, fans called out the team for what they perceived to be AI-generated material.
Why does this matter if we, in communications role,s remind our family, friends and clients not to believe everything they read on an app? Because some will still fall for mechanically-generated messages, much like those who’ve been swayed by scam artists who use familiar templates to steal money or goods.
“This is exactly the conversation we need to be having. What the Fever situation illustrates isn't just a design fail, it's a trust fail,” PR agent and former chair of PRSA’s Entertainment and Sports Section, Brandi Sims, said.
Like many in sports, Sims was surprised by the story because Clark called out her own organization.
Caitlin Clark, pictured with Indiana Fever teammate Aliyah Boston, called out the Fever’s social media team for using AI, which mangled her hand.
“The audience notices because fans of the athlete are hyper-sensitive to authenticity — they follow these players because of the human connection. Increasingly, audiences don't need to know how they know — they just feel it. And that instinct is getting sharper,” Sims said. “Studies consistently show consumers are less likely to engage with and purchase from brands they perceive as over-relying on AI.”
I can’t stop thinking about PESO Model® creator Ginni Dietrich, who added that her kids are learning how to tell real from AI in school. I kindly asked if her kids could teach a class.
As for me, the Bullsh** Protector is getting a workout (it’s real – it’s made of cardstock and it’s the best thing my dad ever gave me, even if I don’t use it enough). But like Sims said, it’s becoming easier to distinguish AI-written pieces from what’s genuine. If you follow certain reporters, you know their writing style much like you know your favorite book authors. Now, yes, you can look at a photo and see what might have been covered or doctored with AI as Clark did with her team’s promo. Also, look at whether an athlete is right-handed or left-handed and how they’re throwing, catching or serving.
As you’ve read here before, AI definitely has a role in simplifying tedious administrative tasks and can work as a publicity tool. It still takes a human to grasp someone’s voice and a product’s feel, however. And to catch a photo distortion.
I’ve started unsubscribing to newsletters that read like machine templates. That’s the feel Sims talked about. It’s based on instinct. But how can YOU tell?
SIDEeffect – The Indiana Fever have been put on notice, by its star, no less. That’s never good publicity. Trust that its social media team will be more careful when it creates content in the future.
It’s hard to keep up with AI’s evolution, let alone accounts that intend to lead you down a path lined with red flags. Let your gut guide you. If you don’t trust it, hire a PR professional. Or a kid.
🤔 Remember when we just looked to be sure social media posts were from legit people? Those were the good ol’ days.
SIDEbar was written by a human and for humans. If you want proof, ask for a photo of the nasty first draft — and the Bullsh** Protector mentioned above.
©2026 Gail Sideman; gpublicity.com; SIDEbar
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