The goal was straightforward: get the brand in front of a tech-savvy global audience by producing research that the AI community would actually want to talk about. With AI tools dominating headlines, we needed a story that cut through, something with real data, a clear ranking, and a finding people weren't expecting. Our iGaming digital PR services helped the casino brand reach beyond gambling publications. We chose an AI research topic to give tech and business journalists a story their readers would care about.
Everyone has an opinion on AI chatbots. We decided to measure them. We built a reliability study across 10 major chatbots scoring each one on hallucination rate, customer ratings, response consistency, and downtime. Every chatbot got a risk score from 0 to 99.
The result nobody saw coming: ChatGPT, the most used AI tool in the world with 81% market share, ranked as the least reliable for workplace use making up false information 35% of the time. Meanwhile Grok, often overlooked, came out near the top.
Three things made this work:
The campaign generated 67 links and mentions across news outlets, social platforms, podcasts, and tech publications.
The biggest moments came from social and viral reach:
Press and editorial coverage included:
What changed for the client:
