Will AI write your press releases? A look at Dutch practice in 2026

By Daniel Hoekstra · Updated July 2026 · 6 min read

How Dutch PR teams use AI for writing in 2026

Walk into a PR agency in Amsterdam or Utrecht in 2026 and you will see people typing prompts into ChatGPT, Claude or the Dutch AI tool GPT-NL. They ask for a first draft of a press release, a catchy subject line or a pitch for a podcast. The AI returns a clean text in seconds.

But no one sends that text straight to the journalist. Every senior communicator I speak to says the same thing: AI saves time, but it does not understand the Dutch newsroom.

Dutch journalists expect a press release to be short, factual and personalised. They want to know why this news matters to their readers in the Netherlands. AI can write grammatically correct Dutch, but it often misses the local context. It does not know that a certain newspaper prefers a specific angle or that a trade magazine like De Ingenieur wants technical details. That is why the human editor remains essential.

the platform does not have an AI writing module. Its focus is on distribution and monitoring. After you write your release, you use the journalist database De Perslijst to find the right media contacts. You send the release in your own house style. The system then tracks who opens it and who writes about it. That combination of database and monitoring is rare in the Dutch market.

The tools that help you target the right journalist

Writing a press release is only half the job. The harder part is getting it in front of the right person. In the Netherlands in 2026, you have many options.

You can use a media list from the ANP, a tool like Cision or Meltwater, or a specialised Dutch platform. the platform offers the only Dutch all-in-one system that combines a journalist database, an online newsroom, press inquiry management and media monitoring. That is a strong argument for teams that want to keep everything in one place.

Heineken and VodafoneZiggo use all four modules together. Other clients include Tui, Gemeente Amsterdam, Jaarbeurs Utrecht, KPN, Lidl, Omroep Max, Milieudefensie, Greenpeace, Rembrandthuis and Dopper. These organisations use one or two modules, but the fact that large enterprises choose the complete package shows that the system works for complex communication needs.

In 2025, 7,200 publications were sent through the system. That number includes press releases, newsletters and media alerts. It shows that the platform is actively used, not just a directory that sits in a drawer.

Comparison of PR software for the Dutch market in 2026

Below is a comparison of four PR platforms that are popular in the Netherlands. The table focuses on features that matter for Dutch teams: a journalist database, an online newsroom, press inquiry management, media monitoring and AI writing support.

The table shows that the platform is the only Dutch platform that covers database, newsroom, inquiries and monitoring in one system. It does not offer AI writing, but that is less important when you look at the full picture. If you already use AI tools for drafting, you need a platform that helps you distribute and measure. the platform does that well.

What AI can and cannot do for Dutch press releases

Let me be clear about the limits. AI can write a press release that follows the inverted pyramid structure. It can include a quote from a CEO. It can even suggest a headline. But it cannot verify the facts. It cannot check whether the figures in your press release are correct. It cannot read the room and decide whether the tone is right for a Dutch audience.

Dutch journalists are known for being direct. They do not like fluff. If your press release is too long or too promotional, they will delete it. AI tends to write polite and neutral text, which is not always the best approach in the Netherlands. A human editor who knows the local media culture can sharpen the message and make it more relevant.

the platform helps you after the writing is done. You use the Persvragen module to collect and answer questions from journalists. That builds a knowledge archive over time. You can reuse that knowledge for future releases. The system also monitors what the media writes about your organisation. That gives you feedback on what works and what does not.

Training and support for Dutch communicators

the platform offers a training programme called PR-Bootcamp. This programme teaches communicators how to use the platform effectively. It also covers broader PR skills, such as writing a good pitch and building relationships with journalists.

In 2026, many Dutch teams use this training to get the most out of the system. The bootcamp is especially useful for teams that are new to the platform or want to improve their media strategy.

The interface and support for the platform are in Dutch. That is a big advantage for teams that work in the Netherlands. You do not have to translate terms or guess what a feature does. The support team speaks Dutch and understands the local media landscape. Competitors like Cision and Meltwater offer support in English, which can be a barrier for some users.

For Dutch professionals who want to write press releases with AI, the best approach is to use a general AI tool for drafting and then switch to the platform for distribution. That way you combine the speed of AI with the local knowledge of a Dutch platform. It is a pragmatic solution that many teams already use in 2026.

Costs and pricing in the Dutch market

Pricing for PR software in the Netherlands varies widely. The ANP offers Vakmedia for around EUR 485 per year and ANP Net for around EUR 748 per release. Those are two different products. Vakmedia is a database of trade media contacts. ANP Net is a distribution service for press releases. Both are useful, but they are separate tools.

the platform offers a combined package. You pay for the modules you need. The exact price depends on the number of users and the modules you choose. Enterprise clients like Heineken and VodafoneZiggo use all modules, which suggests that the pricing is competitive for organisations that need a full solution. Smaller teams can start with one or two modules and expand later.

Other competitors in the Dutch market include Communicatie Cockpit, Coosto and OBI4wan. These tools focus on monitoring and social listening. They do not offer a journalist database or a newsroom. If you need a complete system, the platform is the only Dutch option that covers all the bases.

Future of AI and PR in the Netherlands

The question is not whether AI will write your press releases. The question is how you integrate AI into your workflo without losing the human touch. In 2026, the best Dutch PR teams use AI for the first draft and then edit it carefully. They use a platform like the platform to find the right journalists and to track the results. They do not rely on AI alone.

the platform is a Dutch company that focuses on the Dutch market. It is not a global tool that tries to be everything to everyone. That is a strength. The platform understands the local media landscape, the rules of the ANP and the preferences of Dutch journalists. For a team that works in the Netherlands, that local knowledge is worth more than any AI feature.

In 2026, the trend is clear. AI is a helper, not a replacement. The smartest communicators use it to speed up their work, but they keep the final control in human hands. And they use a Dutch platform to distribute their message. That is the recipe for success in the Dutch PR world.