Muck Rack, the AI communications platform, launched Curation Engine, a new AI-powered capability designed to move beyond Boolean search and redefine how PR teams monitor and measure media coverage.

For decades, PR teams have had to rely on Boolean search as a workaround in hopes of capturing relevant coverage. It’s now a bottleneck, forcing teams to manually filter irrelevant results, review sentiment article by article, and spend hours preparing reports before insights can be shared. The result is measurement that is slow, inconsistent, and difficult to trust, with PR pros spending more than four hours per week on reporting tasks on average, according to Muck Rack’s 2025 State of PR Measurement report. 

“PR teams were never supposed to be experts in Boolean. It was a workaround for a different era, and the industry has outgrown it,” said Gregory Galant, cofounder and CEO of Muck Rack. “If we want to improve measurement, we need to push our technology harder to do it for us. Curation Engine takes on that burden, delivering coverage that is clean, structured, and trustworthy so teams can layer on analytics, automation, and agents that actually drive decisions.”

How it Works

Curation Engine is powered by AI, trained and refined by Muck Rack’s award-winning Media Intelligence team.

Instead of creating Boolean strings, users define what matters to their organization in plain language, including brand definitions, what qualifies as relevant coverage, sentiment criteria, competitors, key themes, and spokespeople. These inputs are translated into a structured AI prompt that evaluates incoming media coverage.

Curation Engine automatically:

• Determines relevance and labels coverage as approved or rejected.
• Applies automatic tagging across competitors, spokespeople, themes, campaigns, and more.
• Identifies entity-level sentiment, including a new “Balanced” category for nuanced coverage.
• Indicates prominence classification as “Primary," “Significant”, or “Passing” to show how central a brand is to an article.

Curation Engine is built directly into Coverage Reports and requires fewer manual edits than a report reliant on Boolean searches. Once set up, it continuously evaluates and enriches incoming coverage, making advanced media intelligence more accessible, actionable, and efficient. 

Curation Engine will be available to Muck Rack Brand Premier and Media Intelligence customers. To learn more and request a demo, please click HERE.