As of 2024, there are approximately 70,000 AI companies worldwide, contributing to a global AI market value of nearly $200 billion. With daily advancements in machine learning, natural language processing, and automation, many of these companies identify as “cutting-edge,” but struggle to stand out. The competition for media attention is fierce, and even the most innovative companies offering state-of-the-art products and solutions can get lost in the media shuffle. The right placement with proper messaging and positioning can boost any AI brand’s visibility and credibility. How can your AI company make headlines and connect with consumers and journalists alike?
Focus on Consumer and Business Impact, Not Just Tech
While it may be tempting to start with specifics surrounding the innovation of your underlying technology, the audience who understands is quite small. As with any evolving technology, there’s a great deal of education that needs to take place. Journalists do require some technical details, however, long-winded descriptions highlighting the complexity of your deep learning architecture or data quality will lead to you blending in with thousands of other tech-first firms.
Rather than focusing solely on these technical aspects, successful storytelling will explain how your AI company improves people’s lives or solves important business challenges. Tangible benefits are key. Questions you may want to ask yourself include:
- How does my AI company improve efficiency for businesses?
- How does my AI company streamline operations or enhance the consumer experience?
- Is this a truly original use of AI to solve a pervasive problem?
- Can I prove it reduces costs, saves time, or enables new possibilities within this vertical?
- Do I have case studies, testimonials, or measurable results I can share?
Your answers to these questions should include real-world examples and concrete outcomes. Journalists are storytellers and look to share features their readers can relate to. Highlighting these benefits, rather than complex technical specifications, will lead to better journalist connections and more successful coverage results.
Differentiation is Key: Determine Your Identity Outside of ‘AI’ and Other Buzzwords
The AI sector is booming, and that means more journalists have heard the phrases “AI-powered,” “machine learning-driven,” and “deep learning-based” than ever before. Your company may be AI-based; however, its messaging doesn’t have to be. Endless mentions of tech jargon lead to glazed eyes and unopened emails. So, how do you stand out in such a saturated market?
A quick exercise to assist in this differentiation is to attempt to define your company in less than five words, without using the term “AI.” This exercise forces you to go beyond the obvious and focus on what truly makes your company unique. Are you revolutionizing efficiency? Creating smarter customer interactions? Providing previously unattainable insights? Highlight the value your company offers and stand out in a sea of buzzwords. The goal should be to create a brand narrative that resonates with journalists and the consumers who read their stories.
Trying to Get Media Coverage? Offer Real Value and Insights to Journalists
Pitching is an art, one that requires a unique blend of information, knowledge of specific journalist interests, and finely tuned media relationships. While your company’s latest software update may be of interest to you, the right pitch needs to be paired with a proportional offer, one that may offer the journalist real insight into your company, product, or service. This could be a virtual company walk-through, a demonstration of your capabilities, or an interesting angle highlighting your company stakeholders or C-Suite.
Right now journalists are focusing on what AI is doing and not what it might (in the future) do. Ethical considerations and transparency are also important subtopics that need to be considered. In the crowded AI space, targeted, thoughtful, and impactful outreach driven by the right tech marketing agency and PR team, armed with an interesting and noteworthy offer, will ensure your AI company’s pitch reaches the right inbox and ensuing readers.
By adjusting your strategy and focusing on what truly sets your AI company apart, you can significantly improve your chances of getting media attention. Paired with a team of highly qualified PR professionals, enticing journalist offers, and buzzword-free marketing materials, your company will be well on its way to capturing the spotlight and consumer attention.
