Enhancing Newswire Products with AI and Machine Learning

What if drafting a compelling press release took minutes instead of hours—without sacrificing quality or brand voice?

generative ai press release builder — Fig1. PRNewswire AI & ML press release builder MVP.

In the fast-paced world of PR and communications, Cision/PR Newswire has led since 1954. But with competitors racing to integrate AI, staying ahead meant closing the innovation gap—fast. Delays risked lost market share, frustrated clients, and missed opportunities in a landscape where speed and creativity win.

We formed Cision Labs to change that: integrating generative AI directly into the existing product suite, delivering a powerful press release builder that turns ideas into polished, distributable narratives effortlessly.

PRNewswire high-fidelity mockup of the generative ai press release form. — Fig2. High fidelity mockup of the initial form used to create the generative AI press release.

The Mission

Rapidly develop an MVP generative AI tool that:

Streamlines press release creation
Boosts creativity and effectiveness
Seamlessly enhances the current platform for thousands of clients

Cross-functional Team:

Dane Wesolko – Lead Product Designer
Product Management
Engineering
Data Science

Fig3. High fidelity mock up of the initial generative AI press release outline.

The Journey: Agile, Insight-Driven, Client-Focused

We moved with urgency:

Comprehensive competitive analysis to carve a unique, superior direction
Detailed requirements from Product Management
Low-fi wireframes and user flow diagrams to map intuitive journeys
Market research into top writing tools for best-in-class expectations
High-fidelity mockups aligned with PR Newswire’s design system
Interactive Figma prototype to bring the vision to life and gather precise feedback

Every iteration reduced risk, refined usability, and built excitement—ensuring the tool felt familiar yet transformative within the existing ecosystem.

Key deliverables:

Fully interactive prototype
Competitive landscape insights
User flows for seamless experience
Low- and high-fidelity designs

Fig4. Select screenshots gathered during the a competitive analysis understanding the current landsacpe.

PRNewswire generative ai user flow diagram — Fig5. A user flow diagram was developed in order to get a sense of how the user would move through the interface and what types of interactions may be possible.

The Impact

We delivered a groundbreaking MVP: a generative AI press release builder that slashes creation time, sparks better ideas, and empowers clients to share their stories with greater impact.

Clients gain:

Dramatic time savings on daily tasks
Enhanced creativity and communication effectiveness
Confidence in cutting-edge tools backed by a trusted leader

Cision/PR Newswire strengthened its forefront position—driving client satisfaction, retention, and competitive dominance in an AI-accelerated industry.

Decision-makers feel relief from falling behind, optimism for streamlined workflows, and pride in offering clients truly innovative, value-adding technology.

PRNewswire generative ai press release editor. — Fig6. High fidelity mockup of the generative AI press release editor interface.

Ready to Infuse AI into Your Product?

I help industry leaders like Cision rapidly build AI-powered features that delight users, extend platforms, and secure market leadership.

Competing in a fast-moving space? Need to innovate without disruption? Let’s create your next AI breakthrough. Contact me today.