AI in media: Should your business join the conversation?

Every day, you read about multi-billion-dollar companies investing in AI for enterprise transformation. If you are a tech founder, you're probably asking, 'Why aren't my marketers or communication folks getting us into these stories? Our AI capabilities are just as strong—if not stronger.

When questioned about why their company isn’t featured in these high-profile AI narratives, internal teams often defer to their agency of record. The consultants, in turn, typically respond by scheduling meetings to discuss the client’s 'take on AI,' their investments, or how their products will 'disrupt industries.'

However, these discussions often skip a critical step: assessing the company’s AI narrative readiness. Without a clear, compelling, and well-supported story, the conversation with journalists or editors falls flat. Within 10 minutes, it becomes obvious that the company lacks the depth, data, or differentiation needed to stand out.

For this reason, many founders and technologists struggle to articulate their AI story effectively, even when their technology is groundbreaking.

The result? A missed opportunity.

You can be sure that this scenario has repeated itself more times than you'd believe, across countless boardrooms.

Why does this happen?

The core problem is consistently a lack of a unified narrative. Many companies haven't distilled their AI capabilities into a clear and concise story. They often select proof points from whitepapers or external reports without aligning the data with their AI capabilities. This misaligned messaging renders even the most ambitious claims hollow.

Another root cause is over-reliance on external partners. Some internal teams often assume agencies will “figure it out,” but agencies cannot create a compelling narrative without deep collaboration and input from stakeholders.

Not to name those who, for the sake of visibility, insist on having their spokesperson comment on every AI trend and story. Honestly, it’s puzzling why they feel the need to be part of every single narrative out there.

How to fix it?

• Start with a messaging audit: Task internal teams with a detailed review of AI capabilities, investments, and outcomes. The goal is to identify what makes the company’s AI approach unique.

• Define your core message: For instance, “Our AI agents help enterprises unlock productivity and enhance customer experiences.” Then, answer the question, “Why does it matter?” Use simple, jargon-free language that resonates with both technical and general audiences.

• Gather proof points: Collect data, case studies, customer testimonials, and measurable outcomes to demonstrate the impact of your AI. Journalists appreciate this because they need to quantify the story for their editors. Always aim to provide data when possible.

• Create an AI playbook: Use the information collected to align your internal team (product, engineering, marketing) and external agency. Continuously update the AI narratives, key messages, and supporting evidence. This playbook will equip your executives and subject matter experts with the tools to articulate your AI story confidently.

By conducting a messaging audit, defining your core AI story, and gathering compelling proof points, you can position your company as a leader in the AI space. Start today—your next high-profile media feature could be just one well-crafted narrative away.