To say AI dominated tech – and mainstream – media headlines in 2024 is an understatement. The term “AI” was featured in 9.2M stories since Jan. 1, representing a 391% increase from 2022 when ChatGPT made its debut. So, it comes as no surprise that more and more companies have updated their messaging and platforms to incorporate the technology.
But in a world where every company is an AI company (or at least claiming to be), how can brands stand out? That’s exactly the question we sought to address during a recent webinar on the State of AI Journalism. Joined by Tom Davenport, author and contributor to Forbes, Harvard Business Review, MIT Sloan Management Review, and Jon Reed, co-founder and editor of diginomica, we discussed:
- The types of AI that catch the media’s attention,
- How to best illustrate AI potential, and
- The importance of personalizing your pitches
Continue reading on for tips as you begin planning for 2025 and watch the full webinar recording here.
Illustrate AI Applications & Impact
While conversations surrounding AI have surged since ChatGPT made its debut, AI technology is not new. AI has existed in varying stages of maturity for years – and coverage of the different types of AI varies depending on how long the technology has been around.
For example, when it comes to classical and generative AI, journalists are over the hype. What inspires them to write is results. So, communications centered around these types of AI should emphasize how the tools are being used to solve topical real-world problems.
Specifically, the webinar panelists, Tom and Jon, expressed interest in vertical applications for AI as they plan for 2025 coverage. Jon mentioned his interest in stories about how AI is being used in the retail space (and you can imagine how timely that is now given the holiday season). Tom, on the other hand, touched on the tremendous opportunity for AI in healthcare and how it might lead to breakthroughs in a lab setting or in supporting bedside care.
The takeaway: for commercialized AI solutions, communications professionals must clearly showcase how the technology is being used to drive targeted, high-impact industry or societal results.
Demonstrate AI Potential with Data
For newer technologies, such as agentic AI, journalists understand that use cases that demonstrate the technology’s impact may not yet be available.
In those instances, data and research that underscores the market interest and opportunity for emerging technologies can be valuable. However, it is important to keep in mind that not all data is treated the same.
When it comes to research, both Tom and Jon shared that sample sizes are often too small; for Jon, that means respondents of less than 1,000. Both panelists agreed that the most compelling surveys and data points are those that are thought-provoking and unique.
The lesson: while data is an important tool for demonstrating the potential of a new category, the surveys that will drive coverage are the ones that uncover something new and spark an interesting discussion.
Personalize Pitches No Matter What
Regardless of where a brand falls on the AI maturity curve, in the year ahead, communications professionals must tailor pitches to reflect an understanding of journalists’ areas of focus. Pitches that feel like they were sent to hundreds of journalists will be ignored, so it’s important to spend a few extra minutes researching your recipient to ensure it reflects a clear understanding of their focus areas and interests.
Tom and Jon shared that multiple AI-related pitches come across their desk daily, and many are often ignored. Only the pitches that are personalized to their coverage while offering a unique POV, customer spokespeople with real results to share or an “under the hood” demo of the product will ultimately inspire them to write.
The AI market is only going to continue to get noisier in the year ahead. To breakthrough, communications professionals need to demonstrate the power of their company’s technology via customer storytelling; get creative with the data they produce and share; and ensure every pitch to a reporter is thoughtful and personalized.
Breaking through the AI noise can be challenging. If you’re interested in learning about how V2 can help your business stand out, reach out to [email protected].