The cybersecurity world witnessed a paradigm shift at RSAC 2025, where agentic AI dominated both conversations and the expo floor. With nearly 44,000 attendees and over 650 exhibitors converging in San Francisco, the message was unmistakable: no longer theoretical, autonomous AI agents are reshaping how we approach security operations.
As someone who helps innovative B2B tech brands across all stages, I observed firsthand how this shift towards agentic AI is creating both challenges and opportunities for emerging companies seeking to stand out in a crowded market.
Key PR takeaways from RSAC 2025
From a PR perspective, the companies that came to win at RSAC weren’t just showcasing technology. They were telling compelling stories about real business impact. With nearly half of conference sessions focusing on AI, the winners differentiated through clear messaging about measurable outcomes: reduced alert fatigue, faster threat response, and tangible ROI.
The lesson here is to ditch the speeds and feeds. Your stakeholders (customers, partners, investors) want to know what’s in it for them. How will your product or service make their lives better, faster, stronger?
Three proven PR messaging strategies to consider:
- Focus on operational impact, not just innovation hype.
Investors and enterprise buyers are increasingly demanding proof that solutions deliver concrete results. The most successful pitches highlight metrics rather than technical capabilities alone. - Position your identity story.
With machine-to-machine communications now outnumbering human interactions, startups addressing machine identity management are capturing outsized attention—especially those articulating how their approach reduces breach risk. - Communicate governance frameworks.
The companies gaining traction aren’t just showcasing AI capabilities but demonstrating thoughtful approaches to responsible deployment and risk management.
For those of us with tenure in the world of cyber PR, we know the narrative is always evolving. What’s hot today might not be this time next year. It’s why fast-moving cyber brands that want to be seen (and heard) invest in PR/comms partners who understand both technical innovation and enterprise buying priorities in this new landscape.
Have an early-stage company navigating the agentic AI revolution? Let’s connect about crafting your story for maximum impact.
And for everyone else, see you at Black Hat USA later this summer.
