it has only been It’s been a couple of months since OpenAI’s ChatGPT exploded into the public consciousness, and already it looks like our news sources will never be the same again.
Whether it’s headlines about AI startups securing massive funding rounds or Twitter threads about how ought you’re using ChatGPT, the AI news cycle is really here. Sorry web3, you had your 15 minutes of fame.
Going from the outright fury sparked by the FTX to ChatGPT fiasco that triggered the red alert at Google headquarters caused a sudden and even shocking shift in the tech news cycle. Cryptocurrency publication Decrypt noted that the focus hasn’t shifted to just the media: JPMorgan’s e-commerce publishing report noted that institutional traders are also watching AI carefully as blockchain begins to lose its appeal.
In this environment, it’s going to be extremely tempting for tech startups to quickly slap the words “AI” and “machine learning” wherever they are vaguely applicable and brand the newsworthiness of a given announcement or market insight.
Actually, that might not be a bad idea. In fact, it is a great opportunity to get lost.
If AI-related coverage can get a new and unknown brand featured in your target publications today, it could help get the brand’s introduction platform in front of potential investors tomorrow.
Clearly, AI stories will have a relatively easier time grabbing the attention of reporters in this climate. That being said, the need to differentiate messaging within the AI vertical will increase considerably with the influx of similar pitches heading into reporter inboxes.
The question is whether tech startups should shift their PR messaging toward AI-related topics. This approach is a given for startups that really focus on AI – ChatGPT has paved the way and they can now reap the industry-wide rewards. But for companies where AI was previously No. 4 on the list of proof points, machine learning capabilities should be merged with the main hook of the ad.
But what if we are not an AI startup?
Startups that don’t have much to do with AI are likely to fear accusations of “jumping on the bandwagon” if they get involved in the discussion. Startups might think they should avoid the topic altogether unless they are a full AI company. The logic is that your PR messages stay closer to your core technology or brand mission and prioritize the long-term benefits of clear positioning.