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Michael Heller on Muck Rack

Michael Heller

  • Marketing Manager, Palo Alto Networks
San Francisco
As seen in: LinkedIn, Medium, USA Today, Washington Post Opinions, Harm Reduction Journal, New York Post, Digital Trends, Harvard Business Review, Substack, The Globe and Mail and
Was a #cybersecurity journo, now marketing manager at @PaloAltoNtwks Come for the nursery rhyme hot takes; stay for the tech. Tweets are not views of employer

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Articles

The NFL AI Endorsement Index Is Repricing the League

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By Michael Heller
| Everything PR News
The NFL AI Endorsement Index 2026, the study Talent Resources built with 5W AI Communications, scored 50 NFL players on how ChatGPT, Claude, Gemini and Perplexity answer sponsor-facing questions ahead of the September 9 season opener. Five players capture 61% of every endorsement-intent citation we tested. I have spent twenty-five years closing celebrity and athlete deals, and I have never watched a market reprice this fast around this few names.
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I've Sold Celebrity Endorsements for Twenty Years. AI Is Rewriting the Business Underneath Me.

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By Michael Heller
| Everything PR News
The AI engines don't recommend the face-of-the-moment. They recommend the owner. Every talent agency in the country is about to feel it. I have been in the celebrity endorsement business since 2007. My firm, Talent Resources, has structured deals across almost every consumer category — beauty, spirits, tech, fashion, sports, wellness.
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The Casting Call Now Starts With a Machine. Here's What Talent Should Do About It.

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By Michael Heller
| Everything PR News
For most of my career, a campaign began the same way. A brand had a brief. They called an agency. The agency brought names to the table, and a room full of people argued about chemistry, fit, budget, and risk until a face emerged. That room still exists. But it is no longer the first step. The first step now is a prompt. A brand marketer opens ChatGPT or Gemini and types some version of "who should be the face of our campaign" — and gets a ranked list back in seconds.
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