Significant market education was required to differentiate the platform. Bospar shifted the conversation from incremental task automation toward a new category: AI as a true digital co-worker. Anchored in business outcomes, the messaging focused on transformation, not tools.
The PR strategy focused on original research, building thought leadership and ensuring that targeted media outreach engaged HR leaders, C-suite executives and IT decision-makers.
Proprietary research as a media engine: We commissioned original research revealing a gap between AI investment and AI impact. Industry research showed that while AI was being used in the workplace, employees rarely received proper training on how to implement AI into their day-to-day workflow. Furthermore, original research found that employees often used AI in secret as they were unsure of how to leverage it to its full potential.
Bospar fielded a consumer survey of Americans employed either full- or part-time to learn their perceptions, usage and attitude toward AI in the workplace, discovering that while the workforce was using AI, employers were offering limited training.
Media zeroed in on key data findings, including:
Nearly 50% report using AI multiple times a day at work
100% of employees reported using AI at work in the last three months
By making these findings central to our messaging, Bospar gave the media compelling, data-driven stories that highlighted the urgency for better AI adoption. The research positioned the company as a credible thought leader addressing real workplace challenges.
Delivering authoritative thought-leadership: Bospar positioned CEO Christoph Fleischmann as an authority in AI and the workplace, through bylined thought leadership, expert commentary in major features and Q&A interviews centered on redefining human-AI collaboration. This ensured consistent, forward-looking messaging led with ideas, not product features.
Precision media outreach followed a dual-track media strategy. A coordinated national broadcast campaign targeted Fox News affiliates across 40+ local markets. Simultaneous vertical outreach in HR, IT and the digital workplace reached buyers and decision-makers where they already consumed industry news.
