The speed of news announcements thanks to AI is unprecedented. One week a model is released, the next it is obsolete. A new AI cyber breach hits the media, commentators over-rotate one way and call for Governments to add more regulations, then an LLM vendor warns of the economic consequences and rival analysts scream outrage. So how can technology marketing leaders hope to stay ahead of this?

Positive has always prided itself on agility. Our teams scan the news several times a day, nowadays with the help of AI agents, pulling stories which relate to our clients, which gives us an edge. The only way to keep ahead of the dizzying news cycle though is to deliver press information at the speed they need it.

How to produce quality content fast

These days that is minutes and hours, not days or longer, which in turn places a strain on clients, some of whom are yet to catch up with the speed of today’s new agenda. However, being based in the UK time zone does have certain advantages. We can get stories moving and generate solid media interest even before some of our US clients have had their first espresso.

For US work delivered from the UK there are even more advantages as we are able to get to writers and broadcasters at the very start of their day, while they are planning which stories they are ready to run. With a little flexibility on our teams’ behalf we can cover most of the US working day.

Prevent AI slop from damaging brands

Others have attempted to use AI incorrectly, in our view, to shortcut the time it takes to provide commentary or even contributed articles with AI tools. We have seen many rivals trying to hoodwink clients with generic AI content. It is then very satisfying when our media colleagues use their own AI tools to detect AI slop. We like to handcraft our media interactions.

While we are still all learning to speed up our responsiveness to an accelerating news agenda, we should not forget that quality still matters. The trade off between fast and effective is a matter of pride for us and over time, the difference shows.