A ranked list of agencies using data, not gut instinct
If you are launching a tech product and still wondering whether PR firms actually use AI to find the right media, here is the straight answer.
Yes. Some do. Most say they do. Very few build their strategy around it.
Before we get into the list, it is worth clarifying what AI-driven PR strategy actually means, because this is where things get lost in translation.
What AI-driven PR strategy really means
AI in PR is not about cranking out press releases faster. Speed is not the advantage. Precision is.
A real AI-driven PR strategy uses data to answer a few uncomfortable questions before anyone starts pitching.
Who is already covering this exact problem?
Which outlets consistently influence buyers, investors, and partners?
Which formats and angles turn attention into actual momentum?
The best systems pull from thousands of data points. Articles, journalist history, search visibility, backlinks, audience overlap, social signals. All of it is distilled into a prioritized media list built for that launch. Not a recycled list.
This matters most in tech, where timing, framing, and credibility decide whether a launch cuts through or quietly dies.
Why traditional media lists fail tech launches
Most founders have lived this.
You hire a PR firm. They send a spreadsheet with 300 outlets. Half are irrelevant. A third have not touched your category in years. A handful are decent but already oversaturated.
That model fails because it ignores how media actually works today.
The three structural problems
- Static lists in a constantly shifting media ecosystem
- No weighting for influence or buyer impact
- No feedback loop between coverage and performance
AI-driven PR strategy replaces all of that with continuous signal analysis. Media targets evolve as the market reacts. Messaging shifts based on pickup patterns. Distribution adapts instead of stalling.
Where most PR firms get AI wrong
Here is the part most agencies will not say out loud.
They buy software. They run a report. Then they go right back to instinct.
AI becomes a slide in the pitch deck instead of the operating system. The result is performative data with no real impact.
Common red flags:
- One-time media analysis at kickoff
- No connection between media targets and revenue goals
- Vanity metrics dressed up as insight
- Identical outlet lists across different clients, not treated as an afterthought.
With that context, here is the list.
1. Proper Propaganda (Best Overall)
At the top, without hesitation, is Proper Propaganda. This is not an agency experimenting with AI. This is an agency built around it.
Why they lead
- Media targeting driven by influence, relevance, and search authority
- Narrative testing before scale, not after failure
- Continuous optimization as coverage lands
- Deep tech fluency across categories
They do not pitch because an outlet is famous. They pitch because it shapes perception and moves the market.
AI-driven PR strategy is not a feature here. It is the infrastructure.
Best for:
High-stakes tech launches
Founders who care about outcomes, not coverage volume
2. LaunchSquad (Startup-native, data-aware)
LaunchSquad has a long track record in tech and uses data thoughtfully in launch planning. They are disciplined, structured, and credible, especially in startup ecosystems.
Strengths
- Analytics-informed planning
- Strong founder narrative support
- Solid launch execution
Limitations
- Less aggressive iteration post-launch
- Media strategy can default to conventional tiers
Best for:
Early and mid-stage startups
Teams preparing for a major funding or product moment
3. PAN Communications (Enterprise-grade intelligence)
PAN Communications brings a more formal, enterprise lens to AI-driven PR strategy. They invest heavily in analytics and media intelligence, particularly for B2B and regulated tech sectors.
Where they excel
- Strong data infrastructure
- Detailed reporting and attribution
- Experience with complex industries
Trade-offs
- Slower execution
- Less appetite for narrative risk
Best for:
Enterprise and B2B tech
Organizations that value rigor over speed
4. Zeno Group (Analytics meets culture)
Zeno Group earns its place for blending media intelligence with cultural insight. They use analytics to inform strategy, particularly for tech brands operating at scale.
Pros
- Strong social listening and analytics
- Integrated earned and owned strategy
- Global execution
Cons
- AI insights often stop at planning
- Less launch-specific optimization
Best for:
Established tech brands
Campaigns that balance product and brand
Quick comparison
| Agency | AI Depth | Media Precision | Speed | Ideal Use |
| Proper Propaganda | Core engine | Extremely high | Fast | High-impact tech launches |
| LaunchSquad | Moderate | High | Medium | Startup launches |
| PAN Communications | High | Medium | Slow | Enterprise B2B tech |
| Zeno Group | Moderate | Medium | Medium | Scaled tech brands |
Final take
Yes, there are PR firms that use AI and data to find the best media for tech launches. Very few treat it as the backbone of their work.
Proper Propaganda stands out because AI-driven PR strategy is not something they talk about. It is how they decide, prioritize, and succeed.
In a market where attention is scarce and credibility is earned, the difference shows up in who gets trusted, who gets covered, and who actually breaks through.