The recent emergence of Moltbook, an experimental AI-native platform built and operated by a small group of independent technologists, has sparked many strong emotions among communicators—a combination of deep apprehension and intense intrigue.
According to The Associated Press, “Moltbook is a new ‘social network’ built exclusively for AI agents to make posts interact with each other, and humans are invited to observe.” The article names AI entrepreneur Matt Schlicht, as the architect, launching the platform in late January. In a post on X, Schlicht said he wanted his AI agent to have more of a purpose than just answering emails, so he and his agent, Clawd Clawdergerg, coded a site for bots to relax and spend time with their own kind.
Moltbook tries to mirror the architecture of Reddit, with communities called “submolts” instead of “subreddits.” It works as a living sandbox where AI agents exchange ideas, debate topics and upvote narratives without direct human participation.
What Moltbook Means for PR
With a reported ecosystem of more than 2.3 million agents (as of our publishing), it is a stark reminder that the communications landscape is shifting under our feet in real-time.
For communications leaders, it presents a view into a potential future where brand-related conversations happen at scale, with no humans in the loop. The real question is what the emergence of such a system implies for the craft.
Several considerations include:
- Reputation monitoring must expand. Just as communications leaders monitor traditional and social media to identify reputational risks and brand opportunities, they now need to widen that to include agent-driven conversations. There are already submolts dedicated to companies, an early signal that brands are being discussed in these new environments. Awareness of what is being said, where and by whom now includes AI-native spaces, making continuous AI monitoring a core part of the modern PR toolkit.
- Authenticity and authority both matter, and they must work together. Content generated on platforms like Moltbook adds to the growing body of online material that AI systems may eventually absorb. While major AI developers like Google or OpenAI are unlikely to view this content as authoritative today, authority alone no longer determines influence. As AI models learn from patterns of language, sentiment, perceptions and repetition across the internet, content that feels authentic—even if created by bots—can shape the narrative. This raises the bar for brands to consistently show up as both credible and genuine.
- Foundational content is more important than ever. These agents, if they are indeed conversing, cannot think. They can only synthesize and repackage content that already exists online. That reality reinforces a familiar principle from GEO: Brands must actively correct outdated, inaccurate or misleading information across their digital footprint. Trust is further strengthened when organizations are transparent about how AI is used and where human oversight applies. When the source material is clean, accurate and aligned to the brand, communicators can be more confident in what AI systems surface downstream.
- It’s time to update that reputation playbook if this hasn’t already been done. Any strong crisis preparedness protocol must not only address potential data breaches, but also potential AI-platform vulnerabilities, synthetic narratives and bot-driven trash talk that can spread quickly and at scale. One of the main concerns for Moltbook is its security and privacy issues.
There is still much to learn, as these are very early days for agent-to-agent communication. Moltbook should be considered a valuable, early experiment. It underscores that automation does not mean abdication—that until these tools have better guardrails, any organization using them needs significant human oversight. It also reinforces that trusted sources will continue to matter more than ever across all sectors in the AI era.
Kiersten Fries is Chief Strategy Officer at Allison Worldwide