Should a small UK brand use a free AI tool like toro for its PR?
Our take
UK lender iwoca launched toro on 21 October. It is a free tool that spots what's newsworthy in a small business update and turns it into a press release, social posts and pitches, aimed at media coverage and visibility in AI search.
It deliberately has no mass distribution. Users must edit the materials and contact the suggested journalists personally. Its builder, Mark Di-Toro, says he "intentionally didn't build a tool that fires out thousands of pitches".
The launch cites Muck Rack research that 84% of the sources AI tools cite are earned media. That is iwoca's own release, and I haven't checked it against the original.
My read: a lender giving this away is also a way to meet small businesses. The tool is useful either way, as long as you do the human part.
Do this this week
Try toro on one real update from your business and see what it picks as newsworthy.
Rewrite its press release in your own words and add one fact only you can give.
Pick three journalists who cover your category and write to each one personally.
Keep a record of who replied, so next month's pitch starts warmer.
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