API.AI: From Launch to Acquisition
Meet the evolving PR needs of API.AI, from the company’s initial launch as the Speaktoit virtual assistant app to its growth into the B2B-focused API.AI conversational user experience platform. Clement | Peterson helped distinguish the technology’s unique natural language understanding capabilities to gain traction in the competitive voice and chat interface marketplace.
With the Speaktoit virtual assistant app launching for the Android platform at the same time the release of Apple’s Siri was set to dominate the news cycle, the initial PR strategy was to identify and pitch hundreds of key reporters from the angle that Speaktoit was a more-than-capable “Siri for Android users” and available as a free download as Siri launched.
Technique and Results
When the dust settled, Speaktoit received over 150 media pieces in the first few days of its launch, including coverage in The New York Times, Business Insider, The Wall Street Journal, PC Magazine, Lifehacker, and Computerworld.
After becoming the top-rated virtual assistant on Android and with the company’s subsequent evolution into API.AI, the strategy shifted towards highlighting the platform as a uniquely capable tool for developers working in the chatbot and connected car spaces.
Careful research of business and IT media contacts informed pitches that capitalized on relevant industry trends, from bots to advances in natural language understanding to machine learning. Creating, pitching, and placing thought leadership articles helped carry momentum during slower news cycles, helping the company gain visibility for VC. Clement | Peterson was also earned coverage for API.AI customers, coordinated briefings with industry analysts, and secured conference speaking opportunities sans-sponsorship (including at Connected Car and Cisco Live).
PR efforts ultimately helped API.AI (since rebranded to Dialogflow) become acquired by Google in 2016.
- Date December 21, 2017
- Tags Case Study