It’s solely been a few months since OpenAI’s ChatGPT exploded into the general public consciousness, and it already seems like our information feeds won’t ever be the identical once more.
Whether or not it’s headlines about AI startups securing large funding rounds or Twitter threads about the way you ought to be utilizing ChatGPT, the AI information cycle is effectively and really right here. Sorry, web3, you had your quarter-hour of fame.
Going from all-out rage prompted by the FTX fiasco to ChatGPT setting off the purple alert at Google HQ made for a sudden, even stunning shift within the tech information cycle. Crypto publication Decrypt identified the main focus hasn’t shifted just for the media: JPMorgan’s e-Buying and selling Edit report famous that institutional merchants are additionally trying fastidiously at AI whereas blockchain begins to lose its attract.
On this setting, it’s going to be extraordinarily tempting for tech startups to rapidly slap the phrases “AI” and “machine studying” wherever they’re vaguely relevant and dial up the newsworthiness of a given announcement or market perception.
Truly, that may not be a foul thought. The truth is, it’s an enormous alternative to overlook.
If AI-related protection can get a brand new, unknown model into its goal publications immediately, it may assist get the model’s pitch deck in entrance of potential buyers tomorrow.
Clearly, AI tales are going to have a comparatively simpler time catching reporters’ consideration on this local weather. That mentioned, the necessity to differentiate messaging throughout the AI vertical goes to rise significantly with the inflow of comparable pitches heading to reporters’ inboxes.
The query is whether or not tech startups ought to shift their PR messaging towards AI-related matters. Such an strategy is a given for startups that truly concentrate on AI: ChatGPT has paved the best way and now they’ll reap the industrywide rewards. However for corporations the place AI was beforehand No. 4 on the record of proof factors, machine studying capabilities ought to merge into the primary hook of the announcement.
However what if we’re not an AI startup?
Startups that don’t have a lot to do with AI will probably worry accusations of “leaping on the bandwagon” in the event that they wade into the dialogue. Startups would possibly suppose they need to keep away from the subject altogether except they’re an all-out AI agency. The logic is for his or her PR messaging to stay nearer to their core know-how or model mission and prioritize the longer-term advantages of clear positioning.