By AI Hype Fatigue: Why Journalists Are Snoozing on Your Press Release
As we tread deeper into 2025, it’s unquestionable; we’re headlong into our very own AI gold rush. Silicon Valley powerhouses and promising startups in finance, healthcare, and manufacturing sectors are all racing to stake their claim in the increasingly AI-saturated marketplace. Even the most obscure firms are flaunting the “AI-powered” logo. To stay afloat, there have been innumerable bulletins, product upgrades, and rebranded solutions, all striving to steal the limelight.
The question is, are they succeeding? Much to their dismay, despite the AI frenzy and the desperate antics to ride the wave of generative AI, machine learning, and large language models, most businesses are finding themselves struggling to garner significant media attention. They attempt to roar above the clamor, only to become a mere whisper in the cacophony.
‘AI saturation’ – A classic case or too many, too soon
Journals and tabloids are certainly not short of news when it comes to AI. It’s arguably the trendiest beat in technology journalism. However, the concern doesn’t lie with channelizing attention. Instead, it is the relentless surge of content. Buzzword-laden pitches and not-so-well-disguised marketing drives are choking journalists, kiboshing their attempts to sort the genuinely groundbreaking from the hyped-up reprisals.
In this ocean of announcements and discoveries, every firm is attempting to leap onto the AI bandwagon, often with nothing more than a rudimentary chatbot or a third-party incorporation. In such a scenario, penetrating the veil of obscurity is increasingly arduous. Add to that a media environment more discordant than ever with news being dispersed through traditional resources, niche newsletters, podcasts, and even TikTok explainers. AI is the reigning monarch across the entire spectrum; however, this superfluity of similar-sounding stories is creating a monotonous environment.
Larger Names Prevail
Big names like OpenAI, Microsoft, Google, and Meta continue to dominate. These tech behemoths have the dual advantage of brand familiarity and colossal R&D funds besides producing riveting announcements. OpenAI recently amassed $40 billion in investment led by SoftBank. Alphabet is splurging $75 billion into AI infrastructure this year, and Microsoft has invested more than $13 billion into OpenAI since 2019. Such stories naturally bubble to the top as they fuse dimensions, money, and momentum.
Skepticism and the Hype Cycle
The media has grown wary, replacing the earlier fascination with a more skeptical outlook. Reporters demand to know if a company has constructed proprietary AI models, or is it merely repackaging existing tools. They seek concrete proof—return on investment, performance statistics, and tangible-world impact. Clichéd assertions are no longer palatable. Journalists demand specifics. They want to know how it works, what outcomes it has generated, and if there’s independent ratification. Sans these solid responses, most pitches are met with stony silence or a courteous decline.
We’ve been here before. The Gartner Hype Cycle illustrates how sky-high expectations inevitably lead to disillusionment. AI currently hangs in the balance between these stages. Firms that over-commit and under-perform risk total neglect or worse, an open call-out.
Terms like “revolutionary” and “disruptive” are losing their potency. All that matters today is credibility. Can you substantiate your assertions? Can you produce real, quantifiable effects? If not, your story probably won’t get published.
Wading Through the AI Crowd
For minor AI vendors, pushing through demands a more shrewd tactic. Generic claims will get you nowhere. A specific niche with apparent problem-solving outputs bolstered by data is much more impactful. Media professionals seek certification, not overstatements.
But getting coverage isn’t just about clumsy pitches. Long-lasting relationships are what count. Provide journalists early access to new features. Link them with your technical guides. Deliver insights that help them comprehend not just the product’s functionality but its significance. Comprehend the cadence of the media you’re targeting and adjust your communication style accordingly.
A Shift from Hype to Substance
In the ongoing AI gold rush, attention is a rare commodity. Shouts are drowned out, but those offering real value are heard. Not rhetoric but results will ferry AI companies to success in the modern media landscape. Be specific, be credible, and be prepared to prove your impact. In a world drowning in AI noise, substance is your best signal.
