GTC 2025 wasn’t just another tech conference—it was a pulse check on where AI is headed and how companies need to position themselves in an increasingly competitive and visually-driven world. With our clients deeply embedded in the infrastructure powering the AI boom, this event was a critical moment to both support their visibility and sharpen our approach as communications pros in a rapidly shifting media landscape.
The conference made one thing abundantly clear: The pace of AI development isn’t just accelerating—it’s exploding. From the latest generation of AI chips to the software stacks supporting massive large language models, everything is scaling faster than anticipated. The mainstage keynote laid out a vision of what’s coming next and the sheer scale of that future felt nothing short of transformative.
But while the technology was everywhere, media presence was not.
Navigating a shifting media landscape
Despite the global attention AI is receiving, GTC 2025 featured a surprisingly small pool of attending journalists. There was representation from major outlets, such as the New York Times, Wall Street Journal and Reuters, but the presence of trade media and mid-tier publications was noticeably thin and very industry-specific. That created a highly competitive environment for attention, especially when nearly every company on the exhibit floor was speaking to similar themes within AI.
This limited media pool forced a shift in strategy. Rather than casting a wide net, we focused on precision—identifying the most relevant stories and aligning them closely with the themes and momentum of the event. For our client Hitachi Vantara, this meant spotlighting their latest partnership with NVIDIA and the updated release of their Hitachi iQ solution. The announcement was carefully crafted to intersect directly with the conference’s narrative, ensuring it stood out. The resulting coverage validated the importance of knowing exactly what your news is and how it fits into the larger moment.
With fewer opportunities for spontaneous, on-site media interactions, follow-up became the cornerstone of our strategy. We prioritized outreach to media who had expressed interest but couldn’t attend, as well as those present but unavailable for briefings during the event. That proactive engagement extended the life of our news beyond the exhibit hall and reinforced our clients’ positioning in a crowded field.
Winning with visuals
Another takeaway from GTC 2025: Visuals are no longer optional—they’re the entry ticket. As newsrooms shrink, reporters are being asked to do more with less. Many now arrive at events not just as writers but as videographers, editors and content creators, often producing live content on the fly.
That shift has made video a priority for both media and brands. Outlets like Reuters TV, GeekWire and NBC Bay Area were on the ground, not just gathering quotes, but actively seeking moments worth capturing on camera. This isn’t just a trend—it’s a structural shift in how stories are told, and companies need to respond accordingly.
Static booths won’t cut it anymore. We need to approach conferences like GTC with visual storytelling in mind. Even for infrastructure companies, where flashy demos aren’t always feasible, the challenge is to make the intangible tangible. Whether it’s reimagining how server technology is presented or finding creative ways to show product impact, visual thinking is now core to event success.
One of the most powerful visual moments came during the keynote, where a humanoid robot joined Jensen Huang, NVIDIA’s CEO, on stage. It was more than a gimmick—it was a clear message about the future of physical AI, and a reminder that in a world increasingly driven by screens and feeds, the companies that can exhibit their value visually will be the ones that stick.
The rise of physical AI
Across both exhibit halls, the emphasis on physical AI was undeniable. Robots handed out packages with spatial recognition precision, AI-powered vehicles occupied the exhibit floor and everywhere you turned there were GPU racks and advanced cooling systems on display. Even companies focused solely on infrastructure made their presence felt with powerful physical installations.
This was less about telling a story and more about showing it—clearly, memorably and in motion. The exhibit experience felt immersive, and as AI becomes more integrated into everyday life, the ability to demonstrate its applications hands-on is quickly becoming a baseline expectation.
For companies whose offerings live more in the cloud than on the exhibit floor, this presents a challenge—but also an opportunity. With creativity and the right storytelling lens, even the most technical innovations can come alive.
Beyond the booth: Relationship-building after-hours
Conferences like GTC don’t end when the booths close. In fact, some of the most meaningful media moments happen after-hours. One of our clients, Nebius, hosted a major after-party that drew a strong crowd, including top-tier reporters who hadn’t been able to stop by during exhibit hours.
These casual environments offer a different kind of value. Without the pressure of a formal briefing or the noise of the exhibit floor, media and client teams can connect more organically. For reporters from out of town or those unfamiliar with the area, these events also provide something to do and a reason to stay engaged.
However, it’s important to keep expectations realistic. An after-party isn’t necessarily going to secure a front-page feature. However, it does offer a meaningful touchpoint that extends a brand’s presence and deepens relationships in a low-pressure setting.
Side sessions that mattered
While the mainstage keynote drew 25,000 attendees to SAP Stadium, the side sessions were where some of the most compelling conversations took place. One session, led by our client Alembic and featuring DreamWorks founder Jeffrey Katzenberg and the CMO of Delta Airlines Alicia Tillman, was packed with people —a sharp contrast to the often sparsely attended panels at other tech conferences.
These sessions offer a unique opportunity for companies to show leadership. Participating in the educational content of a conference elevates a brand’s position beyond exhibitor—it signals that they’re helping shape the conversation. For media, it’s a signal that this is a company worth paying attention to.
When we can align speaking opportunities with media outreach, the result is not just awareness, but credibility. These aren’t just product demos; they’re thought leadership moments that matter.
Timing is everything
Over the course of the week, one pattern became clear: The beginning of the conference is for media; the end is for everything else. The first two days were busy with journalists and briefings, while the back half of the week saw a noticeable drop-off in press presence.
That lull presented its own opportunities. With media largely wrapped up, we had time to walk the exhibit floor, connect with company reps and scout new innovations. It also gave us space to build stronger relationships with our existing clients, adding real depth to our collaboration moving forward.
For anyone planning their next GTC, the lesson is simple. If media visibility is your priority, front-load your efforts. If your goal is business development and industry networking, the tail end of the week might be your sweet spot.
Preparing for what comes next
GTC 2025 was a powerful reminder that AI is evolving fast—and so are the rules of engagement. From the shrinking media footprint to the growing importance of visual storytelling and physical demonstration, the companies that succeed at conferences like this are the ones willing to evolve.
This year’s event reinforced what we already knew: Showing up is never enough. You must show up strategically—with a story that’s tailored, visual, timely and ready to be amplified well beyond the convention center.
As teams start preparing for their next industry event, we are ready to help shape the strategy that gets you seen, heard and remembered. Take Bospar’s quiz to outline how we can best support your efforts!
