Pete Pachal is the founder of The Media Copilot, a leading Substack publication and consultancy analyzing AI's impact on journalism. With over 20 years of tech reporting experience at Mashable, CoinDesk, and Fast Company, he now focuses on:
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We've followed Pete Pachal's evolution from early-career tech reporter to one of media's most authoritative voices on AI integration. After cutting his teeth at Syfy Channel and PCMag in the 2000s, Pachal became Mashable's Senior Tech Editor during the platform's rise as a digital media powerhouse. His 2020 move to CoinDesk as Chief of Staff for Content coincided with crypto's mainstream emergence, where he established editorial AI guidelines that balanced innovation with journalistic integrity.
In 2023, Pachal launched The Media Copilot, a Substack publication and consultancy that's become essential reading for 16,000+ media professionals navigating AI disruption. His work consistently demonstrates three core strengths:
This March 2025 op-ed encapsulates Pachal's nuanced perspective on AI's dual impact. Through interviews with laid-off reporters and AI developers, he constructs a compelling paradox: while AI threatens individual journalism jobs, it strengthens the industry's ability to reach audiences through personalized content and 24/7 coverage.
The article's most cited section compares AI adoption to the Industrial Revolution's textile disruptions, arguing that journalists who master AI tools will become the "loom operators" of modern media. Pachal supports this with Adobe research showing 1,200% growth in AI-driven retail traffic, suggesting similar potential for news organizations.
In this viral February 2025 analysis, Pachal dissects The New York Times' AI policies through the lens of Missouri's Rust Communications network. The local news group's "Eddie" AI system boosted traffic 45% by augmenting (not replacing) reporters. Pachal proposes a "human content" certification model akin to organic labeling, predicting this differentiation will become crucial as AI writing improves.
The piece stands out for its hands-on toolkit: a 12-point checklist for implementing AI writing assistants while maintaining editorial standards. Media startups particularly praised the section on training legacy staff through "AI buddy systems."
While primarily focused on crypto, this 2024 analysis showcases Pachal's ability to connect technical domains to media implications. He argues that unclear regulations force crypto journalists to act as "part-time legal analysts," creating coverage gaps that AI tools could fill through real-time regulatory monitoring.
The article's lasting impact lies in its cross-border analysis, comparing the EU's MiCA framework to Asia's evolving standards. Financial Times later cited this work when analyzing Hong Kong's crypto media landscape.
Pachal prioritizes stories showing AI's real-world impact on media operations. A successful 2024 pitch from The Boston Globe detailed how their AI fact-checker reduced errors in political coverage by 62%. Avoid product-focused pitches unless they include verifiable newsroom results spanning 6+ months.
With his CoinDesk background, Pachal welcomes stories exploring AI's role in crypto media. A standout 2023 pitch examined how AI summarization tools helped Decrypt cover 300% more DAO proposals. Focus on intersections like AI-driven SEC filing analysis or synthetic media in NFT authentication.
The Rust Communications case study reveals Pachal's interest in grassroots AI adoption. Pitches should highlight regional media successes, like the Texas Tribune's AI-powered school board meeting coverage. National AI surveys are less likely to resonate unless they include localized data slices.
While many journalists focus on AI risks, Pachal seeks proactive solutions. His podcast recently featured an MIT researcher discussing "Ethical AI Sprints" for small newsrooms. Successful pitches offer implementable guidelines, not just warnings about deepfakes or plagiarism.
Pachal's consultancy work emphasizes 5-year AI roadmaps. A 2024 white paper pitched by Deloitte became his most-shared resource, outlining phased AI integration for legacy publishers. Position your pitch as part of a long-term transformation narrative.
This February 2025 honor recognizes Pachal's leadership in bridging AI and communications. Judges noted The Media Copilot's unique position as both industry analyst and practical toolkit provider, serving media professionals and PR teams equally.
During his 2020-2023 tenure, Pachal developed one of journalism's first ethical AI frameworks. His "Three Gates Policy" for AI-generated content became a model for Bloomberg and Reuters, requiring human oversight at input, output, and publishing stages.
Pachal's 2024 research on AI-local news partnerships earned him RJI's Innovation Fellowship. His resulting toolkit for small-market newspapers has been adopted by 17 US states to preserve community journalism through responsible AI use.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on AI, here are some other real estate journalist profiles you may find relevant:
