Prepping AI Clones for Their Media Moment

We know media relations change fast—so much so that AI clones are already replacing human spokespersons. Yes, what was once a far-off concept is now a reality. Communicators are pros at prepping executives or experts for interviews, but preparing an AI clone is a different game.

At The Bulleit Group, we’ve worked with AI clones in media settings, specifically preparing clones to handle interviews, answer reporters’ questions, and stay on brand. And while it may seem like something out of a sci-fi novel, prepping an AI clone brings unique challenges and advantages. Here’s how we’re approaching the world of media training a clone.

Training the Clone: It’s More Than Just Answers

Preparing a clone for media requires feeding it an array of materials—documents, notes, even YouTube videos—so it can learn from everything relevant to the spokesperson it represents. But the process doesn’t stop there. The clone must undergo rigorous testing to field questions without going rogue.

Creating expected questions is a key first step. Such a list doesn’t just cover the basics like company updates—it goes into complex topics like social impact, compliance, and even existential questions like, “Do you know you’re a clone?” The goal is to test the clone’s responses and fine-tune any quirks.

Any good interview isn’t just about the words; body language plays a crucial role, too. We’ve seen instances where the clone’s head bobbed too much, or the mouth movements didn’t align with the speech. Unlike human spokespeople, AI clones need adjustments to their visual presentation—like making sure their eyes blink naturally and their expressions don’t seem too robotic.

Media prep for a human usually involves a couple of prep sessions. But with an AI clone? It’s ongoing. We test the clone regularly, asking similar questions and examining the responses. Just like when working with a human, it’s iterative—if something doesn’t work, we go back, recalibrate, and test again. You can think of it as a real-time evolution of the spokesperson who gets more seasoned with each round of practice.

How Clones Make a Genuine Media Impact

Clones aren’t just a novelty—they offer real advantages in media relations. For example, you can send a clone to a pre-interview, where the reporter can ask background questions like “How much funding have you raised?” or “When did the company start?” This frees your human spokesperson to focus on the meatier, more technical questions.

As more companies embrace AI in their communications strategy, we foresee a future where AI clones become a staple of media kits, allowing reporters to interview both the human spokesperson and their clone.

For example, we recently worked with Delphi CEO Dara Ladjevardian , whose clone was featured in a Fox News interview. The clone succeeded in sparking a broader conversation about the role of clones, generating considerable social engagement.

Since that interview,?LinkedIn cofounder Reid Hoffman, among others, has posted about clones and extolled their benefits to extend expertise and challenge their own thinking. Meta CEO Mark Zuckerberg chatted with a clone live on stage at the recent Meta Connect Keynote.

We don’t know if clones will go mainstream, but they’re having a moment and leading many media conversations. What remains the same for our team and communicators more broadly is that solid research, knowing the market, and finding the right media niche will always be a solid play.