Zeno Thinks: Bored of AI? Here’s why we can’t afford to ignore it

Consider the last time you had a conversation about AI. What did it focus on? The time it saved on a task? The funny image you created? Fears over it replacing your job? 

But the risk it poses to cybersecurity could have the biggest impact of all, and not enough time is spent discussing it. AI will shape the future of cybersecurity and is already driving increases in attacks. This is seen in AI-driven phishing, deepfake technology being used for fraud, AI-powered malware that bypasses protections and automated social engineering that tricks individuals into divulging sensitive information. 

It’s not all negative, though. As quickly as AI contributes to new threats, cybersecurity organisations use the technology to improve protections, through enhanced threat identification, predictive analysis and many other means.

As dangers increase, this presents a challenge for cybersecurity vendors: in an era where AI is both a problem and a solution, how to communicate the heightened dangers, while also highlighting new AI-powered solutions that improve defences? All while cutting through AI fatigue amongst media and tech audiences.

We analysed media reporting on the topic as well as insights from our work with both cybersecurity brands and telling AI stories across most of our technology clients. Here are our recommendations:

• Benefits must be tangible. Having a long term outlook is important, but CIOs don’t want to wait too long for a return on investment and need to demonstrate benefits of AI now. Show them both a longer-term vision and immediate benefits to win them over and build trust. Avoid over-promises and highlight current, successful use cases to resonate with a media landscape that demands proof.
• Focus thought leadership carefully. Back up details on how AI can mitigate new threats with case studies or independent analysis to provide third party verification. Too much AI conversation is one sided and claims need to be corroborated to have an impact.
• Diversify your approach. Earned media is still vital, but consider participating in industry panels, and collaborate with third parties to develop comprehensive whitepapers. These strategies will help show leadership and add more depth to your story.
• Stay ahead of the governance discussion. Amongst evolving regulation, businesses need partners with knowledge of the space that can help them to navigate the complexities. Showcasing your insights and responding to updates will help reassure that you’re ready to meet regulatory requirements as they’re agreed.
• Don’t fan the flames. High profile attacks will happen, and it can be tempting to comment on the mistakes that were made. In an evolving landscape, this is unwise. Situations change quickly, so focus on providing a constructive voice and demonstrating capabilities in a subtle way to avoid setting up traps for the future. 

While questions circulate about whether AI will deliver the value it has promised, it’s easy to get caught up in negativity around the sector. But the risks and promises for AI in cybersecurity are real, and the brands involved hold a big responsibility to get their communications right and minimise the impact of threats and attacks.