Publicizing AI: Tips for a Successful Campaign

January 29, 2025

We won’t sugarcoat it: publicizing AI can be tricky. Audiences have yet to fully understand the technology, creating mistrust. Then there’s the AI gold rush to consider. Tech companies are jumping on the bandwagon and can’t wait to show the world their developments, but AI isn’t always world-changing and many solutions are superseded faster than you can say ‘That looks cool.’

 

Sounds like an uphill battle, doesn’t it? With the right approach, it doesn’t have to be.

 

At Liaison, we’re no strangers to sharing new AI tech with the world. Recently, we worked on the launch of Chaos Arena — a virtual production tool that uses AI to improve the visual fidelity of 3D scenes — and joined our client Lighcraft at AI on the Lot, where the industry’s brightest minds gathered in LA to discuss the future of AI in filmmaking and creativity. So, allow us to take you through six essential steps for launching your AI tech successfully.

 

FIND YOUR LANE

 

AI is in its gold rush era and everyone wants a nugget. Because of this, it can be tempting to shoot for the moon when launching your AI solution. Unless what you’re offering is an undeniable paradigm shift — like Metaphysic’s de-aging tech — you should carefully consider where your solution sits and who it benefits.

 

If you’re making a generative AI tool that rapidly visualizes foliage for virtual environments, don’t expect the world to pay attention — most people aren’t concerned with how long it takes to render a realistic treescape for a streaming series. There is, however, an audience that will care immensely and want to know how your offering will improve workflows. This is where you can make a splash.

 

Manage your expectations, think strategically about where your solution fits in the AI landscape, and you’ll be rewarded.

 

READ THE ROOM

 

AI unnerves people. It‘s had a pretty bad rap in pop culture — movies like The Terminator and The Matrix don’t paint the prettiest picture of the coexistence of man and machine — and many are justifiably concerned about the role it will play in their industry. At your company, you know that your solution is here to help and the AI isn’t a threat to anyone’s livelihood, but convincing your audience to see it that way takes care.

 

Before publicizing AI, you need to address people’s biggest concerns about it. No matter what you do, it’s very hard to make a point successfully when the listener’s emotions are heightened. If you lead by easing their collective anxiety, your audience will be more receptive to your message.

 

Know who you’re targeting inside and out. Consider:

 

  • Their goals, pain points, and what specific concerns they might have. Ensure you address these in your PR campaign.
  • Your audience’s familiarity with AI. If they’re not used to having it in their workflows, you are going to need content that educates them on the benefits and the limitations.

 

Be honest with your audience and empower them to make an informed decision on what you’re offering.

 

FIND THE REAL STORY

 

When planning to create content and talk to the press, you need to figure out if AI is your story or just part of it. The technology is such a headline-grabber that it can be tempting to build your whole message around it when, sometimes, it’s just the means by which you’re helping your audience solve a problem or do something new. If your solution revolutionizes 3D workflows, lead with all the exciting features and what your users are going to be able to achieve with them.

 

That’s not to say you should bury your use of AI. If it’s there, it’s part of the story and you should always explain how it factors in. Consider that certain segments of your audience might be more interested in what’s under the hood than others. Try scheduling interviews with technical or AI-specific press outlets to discuss the nitty-gritty.

 

Ultimately, you know why your solution is important and who it’s for, so build your story around that. If you need some help translating your ideas into a successful campaign, consider bringing a good PR and marketing agency on board to help tell your story and spread the message.

MAKE A GIANT LEAP

 

We’ve rarely seen technology develop and disrupt as fast as AI. It’s inspiring, challenging, and a little bit scary. For tech companies, this means that a step forward is not enough; your solution needs to be a leap. Otherwise, you could be obsolete in a year.

 

If you can’t demonstrate long-term usefulness when publicizing AI, your audience might not pay attention and things will take a nosedive when a more advanced tool follows shortly after.

 

Be honest about your solution’s current limitations and explain how it will improve alongside what’s technically possible. This will not only help your solution last longer and build trust with your audience, but it will also create a shared excitement about where things are headed. Thought leadership through content, speaking opportunities, and press can be a great way to show that your company is ten steps ahead.

 

BE HUMAN

 

Honesty breeds trust. If you’re publicizing AI, you’ll need to establish yourself as a credible and trustworthy authority on the subject and work hard to maintain that reputation. Offer up your expertise and connect with your audience on a human level, show that you share their passion for your industry, and feel their concerns about its future.

 

Mistakes will be made, especially if your solution is pioneering something new. But mistakes don’t have to ruin your reputation. If your AI solution launches with an annoying bug, hold yourself accountable and let people know exactly how you fixed it. Then, turn that process into a compelling piece of content so the audience can see how seriously you take their issues and how creative your team is.

 

As we mentioned above, don’t avoid discussing limitations. Audiences are as invested in what AI can’t do as in what it can. People want help with difficult or laborious tasks. They don’t want solutions that take away the fun parts of their job. If you can show an awareness of this alongside an understanding of where things are heading, audiences will appreciate it.

 

When it comes to AI, your reputation is everything and a whiff of dishonesty will send your audience running in the opposite direction. So approach everything in the most human way possible.

 

GET GOING

 

AI is almost certain to become an ordinary part of our day-to-day existence. From appliances to vehicles, all technology will incorporate it to provide helpful smart features and capabilities. With the rate at which it’s being adopted, we’ll quickly find ourselves at a point where AI is just another component under the hood of your latest offering. It won’t be discussed nearly as much as how you better your customers’ lives.

 

That means — as a valuable marketing angle — AI has a shelf life. If you want to establish your brand as a trusted and respected voice, you should get to work now, before audiences tire of talking about AI altogether. Hone your message, consider everything we laid out in this blog, and become part of the conversation.

 

Need help publicizing AI products or services in 2025? We can create tailored content and PR. Contact us today.