Why AI Innovators Need a Smarter Approach to PR

PR tactics need to be rooted in a solid strategy for such a fast-moving, complex industry so AI companies don't miss out on key opportunities—whether it’s reaching new audiences, building brand awareness, or driving sales.

Specific skills in communicating AI needs a smarter, more tailored way to get your message in front of the right people at the right time.

What is 'AI' PR?

AI PR is all about bridging the gap between artificial intelligence and the wider world because right now AI can be intimidating. To do this an AI fuelled brand needs to have a PR team who understands tech and can simplify a message for a broad audience. The jargon, the technicalities, the constant innovation—it's hard to keep up for most so an AI PR team can help break it down, making complex concepts accessible and engaging for the media, stakeholders, and the public.

How It Works

1. Storytelling that connects – AI PR translates highly technical advancements into compelling narratives that resonate beyond the tech crowd. It's all about simplicity and an effective story that feels like it really matters.

2. Strategic media engagement – It’s not just about press releases. AI PR involves working closely with journalists, KOLs and influencers who actually understand AI and can amplify your message accurately. Media are interested in an email subject line that states AI but are quickly turned off if a brand says it's AI driven but actually there isn't any true AI aspect to their business. So being clear about AI capabilities is crucial.

3. Industry expertise matters – AI PR requires a deep understanding of machine learning, NLP, and emerging tech. That means fewer misinterpretations and stronger media coverage. A team who can converge tech know-how and consumer facing simplicity are well placed to gain a brand maximum traction.

Getting AI Comms Right

Looking at companies like OpenAI, Anthropic and DeepMind will give a clue of how they are communicating their PR strategy. From thought leadership, to innovative and accessibility levers with high-profile partnerships and media engagement to leaning in on messaging around transparency and ethical measures, to communicating breakthroughs, the most important thing AI driven brands need to do is to keep the human meaning at its core, this way a brand can shape a conversation, build trust, and make AI feel relevant to a broad audience.

Want to talk more about AI and the fascinating world it opens up for consumers and businesses, we are all ears!