1.1. Two similar articles: one human, one A.I. - can you tell which is which? Can and should we embrace A.I. tools such as ChatGPT to generate or re-write our work? The ethics and the SEO implications may be far reaching, if content is obviously duplicating work, apart from a few words and phrases here or there. The debate around artificial intelligence (A.I.) in Public Relations work has been raging for a few years. To our experiment then: One article below was re-written by