Q2 Media Trends: What Tech Marketers Should Know from the Frontlines

Featuring insights from Reed Albergotti, Technology Editor at Semafor

If it feels like tech headlines are speeding up, you’re not imagining it. In the past few months we’ve seen the rise of Meta’s Threads, new regulatory crackdowns on AI, and yet another reinvention of Twitter (now “X”) under Elon Musk. With every refresh of our feeds, it seems like the conversation shifts.

At 829 Studios, we’re working with brands that are not only keeping pace, but aiming to lead. And one of the most powerful ways to stay ahead is by tuning into what matters most to the journalists shaping the narrative.

We recently caught up on SBS Comms’ sit-down with Reed Albergotti, Technology Editor at Semafor, to hear how he’s covering AI, what’s next in tech media, and how brands can show up in this moment of transformation. Below we’re breaking down what every brand communicator should take away.

AI Coverage Is Evolving—and So Are the Questions

The artificial intelligence conversation is no longer just about ChatGPT. According to Reed and editors like him, today’s AI coverage is focused on deeper, more urgent questions:

• Is AI equitable?
• Should regulation exist, and who’s responsible for it?
• Where is generative AI actually making an impact?

These are the angles that the media want to cover, and that your spokespeople should be ready to address. The brands that stand out now are those adding insight, not noise, to the discussion.

Strategy Tip: Move beyond announcing “we use AI.” Instead, spotlight how your AI-driven tools are helping real people, or weigh in on policy developments that affect your industry.

The Future of UI Is Voice—and It Will Reshape Everything

According to Reed, the most profound shift in computing right now isn’t just technical, it’s experiential. The user interface is transforming from screens and clicks to language-based interaction.

If that transformation sticks, it will fundamentally alter how we interact with software, brands, and each other. If it doesn’t, it may signal that AI’s promise was overhyped.

Strategy Tip: Think ahead. How might your product, content, or customer experience evolve for voice or conversational interfaces? And how can your team start that shift now?

Exclusive, Narrative-Driven Stories Still Reign

Reed’s approach to PR is refreshingly collaborative. He’s open to working with comms teams to shape smart, original narratives that break news and inform readers. But he’s clear that mass-emailed press releases don’t cut it.

The best stories? They’re thoughtful, timely, exclusive, and insightful.

Strategy Tip: Position your brand as a thought partner, not just a source. Build relationships with journalists, offer exclusives, and pitch real stories—ones that matter to their readers.

New Media Brands Like Semafor Are Gaining Ground

Despite a turbulent media environment, Semafor is growing fast. With $10 million in ad revenue and a thriving events business, it’s proving there’s space for fresh, high-quality journalism that takes a global view of tech, business, and politics.

Strategy Tip: Expand your media mix. In addition to the usual suspects, look for emerging media platforms like Semafor that are attracting influential, forward-thinking audiences.

Final Word: Elevate the Narrative

For tech and B2B brands looking to lead, the media landscape isn’t just a channel. It’s a barometer of cultural, political, and industry shifts. By understanding what drives today’s coverage, we can help clients shape stories that not only reach the right audiences, but also resonate at the right moment.

Let’s talk strategy—because the media may be moving fast, but your story can move faster.