It’s just been It’s been a few months since OpenAI’s ChatGPT exploded into the public consciousness, and it already feels like our news feeds will never be the same.
Whether it’s headlines about AI startups securing massive funding rounds or Twitter threads about how you should use ChatGPT, the AI news cycle is well and good here. Sorry, web3, you’ve had your 15 minutes of fame.
From utter rage prompted by the FTX fiasco to ChatGPT triggering the red alert at Google HQ created a sudden, even shocking shift in the cycle of tech news. Crypto publication Decrypt pointed out that the focus has shifted not just for the media: JPMorgan’s e-Trading Edit report noted that institutional traders are also taking a close look at AI as blockchain begins to lose its allure.
In this environment, it will be extremely tempting for tech startups to be quick to use the words “AI” and “machine learning” where they vaguely apply and elevate the news value of a particular announcement or market insight.
Actually, that might not be a bad idea. In fact, it’s a huge opportunity to miss.
If AI-related coverage can get a new, unknown brand into its target publications today, it could help bring the brand’s pitch deck to the attention of potential investors tomorrow.
Clearly, AI stories will be relatively easier to grab reporters’ attention in this climate. That said, the need to differentiate messages within the AI vertical will increase significantly with the influx of similar pitches heading to reporters’ inboxes.
The question is whether tech startups should shift their PR messages to AI-related topics. Such an approach is natural for startups that actually focus on AI: ChatGPT has paved the way and now they can reap the benefits of it across the industry. But for companies where AI used to be number 4 on the proof point list, machine learning capabilities should be included in the main hook of the announcement.
But what if we’re not an AI startup?
Startups that don’t deal much 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 subject altogether unless they are a full AI company. The logic is that their PR messages stay closer to their core technology or brand mission and prioritize the long-term benefits of clear positioning.
Janice has been with businesskinda for 5 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider businesskinda team, Janice seeks to understand an audience before creating memorable, persuasive copy.