{"id":689,"date":"2026-05-15T12:04:41","date_gmt":"2026-05-15T12:04:41","guid":{"rendered":"https:\/\/orlandorelocationreport.com\/?p=689"},"modified":"2026-05-15T12:04:41","modified_gmt":"2026-05-15T12:04:41","slug":"the-rise-and-fall-of-an-ai-driven-local-news-outlet-in-florida","status":"publish","type":"post","link":"https:\/\/orlandorelocationreport.com\/?p=689","title":{"rendered":"The rise and fall of an AI-driven \u2018local news outlet\u2019 in Florida"},"content":{"rendered":"<div>\n<div>\n<p><em>This article, which originally appeared in the Florida Tributary, was reported in partnership with Question Everything from KCRW and Placement Theory.<\/em><\/p>\n<p>Read more <a href=\"https:\/\/orlandorelocationreport.com\/?p=687\">AAPI Night Market will be a \u2018tour of Asia\u2019 says Mills Market team<\/a><\/p>\n<p>South Florida journalist Sofia Delgado was having a great year.<\/p>\n<p>Reporters at the news outlet she helped launch a few months ago, the South Florida Standard, had been regularly publishing three stories a day, every day of the week \u2014 including weekends \u2014 with articles ranging from a story detailing the Florida Legislature\u2019s budget breakdown, to federal health care workers quitting rather than taking mandatory assignments at Guantanamo Bay, to revelations that deaths at state mental hospitals were linked to systemic neglect.<\/p>\n<p>Born and raised in Hialeah, the bilingual editor-in-chief and mother of two, and her team even published four stories on Easter Sunday.<\/p>\n<p>It would be an impressive \u2014 and grueling \u2014 output for many local news outlets in this era of shrinking newsroom budgets.<\/p>\n<p>If it were real.<\/p>\n<p>Delgado and other \u201clocal journalists\u201d identified as staff of the South Florida Standard are creations of artificial intelligence \u2014 complete with fake headshots and made-up biographies peppered with South Florida cliches, their bylines plastered on articles that were lifted from actual news outlets, recycled through AI and republished. (Administrators behind the site said they didn\u2019t intend to plagiarize.)<\/p>\n<p>By and large, the people identified as the outlet\u2019s reporters have virtually no other professional history or digital footprint outside of the site, apart from a smattering of social media profiles created in early 2026 that have no posts and no followers.<\/p>\n<div>\n<\/div>\n<p>Notable exceptions include two \u201creporters\u201d who share the same names as people accused of or convicted of fraud or conspiracy in recent years.<\/p>\n<p>After The Florida Trib started asking questions about the South Florida Standard and its purported journalists, administrators of the site began tinkering with its contents and removing staff bios \u2014 before taking the site offline entirely.<\/p>\n<p>Previous versions of the site remain available on the Internet Archive.<\/p>\n<p>A digital mirage masquerading as local news, the South Florida Standard underscores just how easy it has become to corrupt one of the country\u2019s core institutions: independent journalism. At a time when trust in the media has eroded to a historic low, sham news sites like this one are increasingly common in Florida and across the country, a dangerous development for American democracy, experts told The Florida Trib.<\/p>\n<div>\n<\/div>\n<p>The search to find out who was behind the mysterious South Florida Standard, which The Florida Trib undertook in partnership with the media and tech podcast Question Everything, also shows how easy it is for the real people behind these digital doppelgangers to remain in the shadows \u2014 evidence of the staggering capabilities of AI and the threat it can pose to an unsuspecting public in a damaged democracy.<\/p>\n<p>\u201cClearly, whoever\u2019s behind this does not care about the truth,\u201d said Kelly McBride, a senior vice president at The Poynter Institute, a global nonprofit dedicated to strengthening democracy by improving journalism.<\/p>\n<p>\u201cThe only way to address it is to try and find somebody who actually controls the keys to this website,\u201d she added.<\/p>\n<h4>\u2018Take control of the narrative\u2019<\/h4>\n<p>To investigate who was behind the South Florida Standard, The Florida Trib and Question Everything turned to experts to look for digital fingerprints in the source code of the site.<\/p>\n<p>Casey Frechette, a journalism professor at the University of South Florida with two decades of web development experience, reviewed the South Florida Standard site and other associated entities at the request of The Florida Trib.<\/p>\n<p>Analyzing the code behind the sites, Frechette identified a trail of digital breadcrumbs that connect the South Florida Standard to a similar \u201clocal news\u201d website in South Carolina known as the Charleston Sentinel and a tech-focused site in California called the San Francisco Download. All contained evidence that they were built from the same source code and are controlled by the same entity.<\/p>\n<p>\u201cThere are really strong signals that this collection of sites is all part of the same network and specifically managed by the same operator,\u201d Frechette said, adding that he was \u201c99% confident\u201d in the finding.<\/p>\n<p>The three purportedly local news outlets share more than the same source code \u2014 they share an overlapping roster of \u201creporters\u201d who have the same names as people who have been accused of or convicted of fraud or conspiracy in recent years. The Florida Trib has identified at least nine such individuals across the three sites.<\/p>\n<p>Frechette\u2019s analysis also confirmed that buried in the code of the \u201clocal news\u201d sites were links to a Philadelphia-based online reputation management firm called The Discoverability Company, founded by tech executive Drew Chapin.<\/p>\n<p>A former startup CEO who pleaded guilty to defrauding investors in 2021, Chapin has since turned his personal experience of batting down embarrassing Google results and negative news articles about himself into a professional career \u2014 helping individual clients and businesses build their online reputations and bury their unwanted search results.<\/p>\n<p>Chapin is also a leader of the White Collar Support Group, a community of defrocked business executives helping each other navigate prison and life after lockup.<\/p>\n<p>Chapin says he finds meaning in helping people convicted of nonviolent crimes overcome online records that they feel don\u2019t reflect who they are today \u2014 work that he says helps them secure housing, employment, and dignity.<\/p>\n<p>\u201cPersonal online reputation is no different than what I had been doing my entire career, just that instead of building up a new mobile app or an e-commerce store, it was individuals,\u201d Chapin explained in an online webinar for the White Collar Support Group earlier this year.<\/p>\n<p>Chapin coached the group on how to build a \u201cnew online identity\u201d \u2014 not by deleting all their social media accounts and erasing their digital history entirely, but by leveraging online properties like personal websites and news outlets to share a \u201ccounternarrative\u201d that overpowers the problematic results of the past.<\/p>\n<p>Every podcast episode, every blog post, every news interview is a chance to build more authority within the search engines\u2019 algorithms and rank their preferred results higher on the front page of Google, he explained.<\/p>\n<p>\u201cEvery piece of content that you produce is another opportunity to claim one of those spots that you\u2019re seeking to reclaim,\u201d he said.<\/p>\n<p>\u201cYour best approach here is to really displace the old stuff,\u201d Chapin said. \u201cBury it. Take control of the narrative.\u201d<\/p>\n<h4>A collapsing news ecosystem<\/h4>\n<p>The rise of the South Florida Standard and its sister sites in other communities comes as the country is facing a historic collapse of the traditional news industry. Longstanding news outlets \u2014 once trusted pillars of local communities \u2014 are closing their doors and leaving \u201cnews deserts\u201d in their wake. Many that remain are laying off staff, while some experiment with AI-generated content themselves in an attempt to stay afloat. Websites masquerading as legitimate news outlets have rushed to fill the vacuum, many of them propped up by powerful corporate and political interests aiming to control the narrative and shape public opinion, with little transparency on their intent, ownership and funding.<\/p>\n<p>Known to academic researchers as \u201cpink slime\u201d outlets \u2014 named for the cheap meat by-product used as a filler in processed food \u2014 these sites now outnumber local daily newspapers in the United States, according to data analysis firm NewsGuard. As of June 2024, NewsGuard identified 1,265 \u201cpink slime\u201d outlets across the country, surpassing the 1,213 daily newspapers still in operation. Since 2005 alone, the country has lost almost 2,900 newspapers and almost two-thirds of its newspaper journalists \u2014 43,000 of them \u2014\u00a0 according to Northwestern University\u2019s Medill Local News Initiative.<\/p>\n<p>With the lowest number of news outlets per capita in the continental United States, Florida\u2019s media ecosystem could be especially vulnerable to the risks posed by these sham news outlets, now fueled by the advanced capabilities of AI. Long known as a sunny destination for transient retirees and fraudsters alike, Florida is central to the modern conservative political movement and a training ground for far-right ideologues and violent extremists.<\/p>\n<p>The state is no stranger to websites that covertly advance the agenda of powerful politicians and corporate interests as part of an elaborate strategy to bash critics, shape policy decisions, and influence elections. Researchers have found Florida is already home to dozens of so-called pink slime outlets that are part of a national network of more than 1,000 sites backed by conservative think tanks, donors, and political operatives.<\/p>\n<p>Read more <a href=\"https:\/\/orlandorelocationreport.com\/?p=685\">Built for MAGA appeal, Alligator Alcatraz leaves Gov. Ron DeSantis with big political bill<\/a><\/p>\n<p>\u201cStuff like this has zero value to the public,\u201d said McBride of Poynter. \u201cAnd in fact it has a negative impact on the news ecosystem, because it clutters the environment.\u201d<\/p>\n<h4>A multi-state network of AI-driven \u2018news\u2019 sites<\/h4>\n<p>Identifying Chapin as the person behind the South Florida Standard was not a straightforward pursuit.<\/p>\n<p>Site administrators for the Standard responded to a reporter\u2019s initial questions through email and wouldn\u2019t identify themselves.<\/p>\n<p>\u201cAll names on our site are randomly-generated by artificial intelligence\u201d and any apparent connections to real people \u201care coincidental,\u201d they said in a statement.<\/p>\n<p>\u201cSouth Florida Standard has no corporate owner. It is a website we\u2019re developing with the intent of building search engine authority and selling to a domain investor who may use it to develop a news property or newsletter or similar digital property. This is common in the SEO community,\u201d the statement reads.<\/p>\n<p>Questioned later by a reporter, Chapin, the founder of The Discoverability Company, acknowledged responsibility for the site, which he described as a six-month \u201cexperiment\u201d to build \u201cgeographic topical authority\u201d and to better understand the algorithmic staying power of his clients\u2019 unwanted search results.<\/p>\n<p>Chapin said he was unable to participate in an interview with The Florida Trib over the phone until late May, but he sat down with a reporter for Question Everything and responded to subsequent emailed questions from the Trib.<\/p>\n<p>Archived versions of his news sites show at least one has been in operation for far longer than Chapin initially stated, dating back to 2023. At some points that year, every \u201creporter\u201d listed on the homepage of the San Francisco Download shared the same name as someone convicted of fraud \u2014 including Chapin himself.<\/p>\n<p>In some instances, past offenses align with the purported coverage areas of the \u201creporters:\u201d a person convicted of duping buyers into purchasing Ferraris that didn\u2019t exist now writes about the automotive industry.<\/p>\n<p>Some of the \u201creporters\u201d also had personal websites identifying them as staffers at Chapin\u2019s fake news outlets. Those personal sites, which bore markers linking them to The Discoverability Company, have also since been taken down, along with the news sites.<\/p>\n<p>\u201cThe work I do is about helping people advocate for themselves and assert themselves in the conversation happening about them online,\u201d Chapin said.<\/p>\n<p>\u201cI don\u2019t discuss specific client engagements and won\u2019t confirm or deny any individual relationship,\u201d he added.<\/p>\n<p>In all, Chapin said he stood up 17 similar AI-driven news sites across the country, producing more than 3,500 URLs and drawing more than 44,000 visitors. Chapin wouldn\u2019t disclose a full list, but the portfolio included sites purporting to cover state politics in New York and New Jersey, local news in Philadelphia, and even a Hawaii-based medical journal.<\/p>\n<p>With a $10 domain name and a brief prompt, an AI assistant can pump out a new \u201clocal news\u201d site, complete with a mission statement and masthead, a team of fake reporters with phony bios and email addresses, and a bevy of articles \u2014 all in just 15 minutes, as Chapin demonstrated for a reporter in real time.<\/p>\n<p>In the end, Chapin said his \u201cexperiment\u201d didn\u2019t work very well \u2014 search engines can tell the difference between the New York Times and a fake outlet, and his sites weren\u2019t breaking through.<\/p>\n<p>\u201cI don\u2019t know whose job it is to make sure that people are represented fairly and wholly online,\u201d he said, adding, \u201cAnd I don\u2019t agree with all the ways that the algorithm works.\u201d<\/p>\n<p>\u201cBut like you said,\u201d he told a reporter, \u201cthat\u2019s the game that you have to play.\u201d<\/p>\n<h4>A \u2018sophisticated\u2019 deception<\/h4>\n<p>With another major election cycle looming, sites like the South Florida Standard paint an AI-generated picture of where the media landscape may be heading, as traditional news outlets go belly up and are rapidly replaced by pseudo-sites designed to deceive rather than inform.<\/p>\n<p>Much of the content published by the South Florida Standard appears to have been lifted from Florida Politics, a website run by publisher Peter Schorsch, whose coverage has become a must-read for many political insiders and journalists.<\/p>\n<p>Kevin DeLuca, a professor at Yale University who studies the political economy of media, has analyzed pink slime sites across the country. DeLuca described the South Florida Standard as \u201cdeceptive\u201d and \u201cmore sophisticated\u201d than other similar sites he\u2019s seen, noting the fabricated reporters with professional-seeming headshots.<\/p>\n<p>While seemingly designed for a personal agenda, sites like the South Florida Standard have \u201cobvious political uses,\u201d DeLuca said.<\/p>\n<p>\u201cWhen an opportunity arises, like a campaign needs some good publicity or a company wants to influence public opinion, then they\u2019re set up basically to take that money and place the article,\u201d he added.<\/p>\n<p>A glimmer of hope, DeLuca says, is that researchers have found that pink slime sites don\u2019t actually get a lot of traffic \u2014 but that doesn\u2019t mean they don\u2019t have an impact.<\/p>\n<p>In an email, Schorsch said the Standard is one of a number of sites he\u2019s aware of that are \u201cplAIgiarising\u201d his content. AI bots pose a \u201cdefinite threat\u201d to his outlet, Schorsch said, because they scrape so much content at once that they can temporarily overwhelm his website and block his readers\u2019 access.<\/p>\n<p>Still, Schorsch remains confident in the viability of his publication.<\/p>\n<p>\u201cAI and these sham sites capture none of the nuance of real-world politics,\u201d Schorsch said.<\/p>\n<p>\u201cMy real fear is that if the next generation of bots scrape info from these scammy sites to build their [large language models], the answers people will get about political news will be of the lowest common denominator,\u201d he added. \u201cIt will be a copy of a copy of a copy of a fax sent to your phone.\u201d<\/p>\n<p>In short, DeLuca said, \u201cnot good for a democracy.\u201d<\/p>\n<p><em>Zach St. Louis, a producer for Question Everything from KCRW and Placement Theory, contributed to this story, along with Jeremy Carrasco, director of Riddance.ai, and Michael Vasquez, an investigative reporter for The Florida Trib.<\/em><\/p>\n<p><em>Kate Payne is The Florida Trib\u2019s state government reporter. She can be reached at kate.payne@floridatrib.org.<\/em><\/p>\n<p>Read more <a href=\"https:\/\/orlandorelocationreport.com\/?p=683\">Orlando Sentinel 150: Join us to talk about the environment<\/a><\/p>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>At a time when trust in the media has eroded to a historic low, sham news sites are increasingly common in Florida and across the country, a dangerous development for American democracy<\/p>\n","protected":false},"author":1,"featured_media":688,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17,13],"tags":[],"class_list":["post-689","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-florida-news","category-news"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The rise and fall of an AI-driven \u2018local news outlet\u2019 in Florida - 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